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Reconsidering Recall and Emotion in Advertising

Abhilasha Mehta, Scott C. Purvis
DOI: 10.2501/S0021849906060065 Published 1 March 2006
Abhilasha Mehta
Gallup & Robinson, Inc.,
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  • For correspondence: abby.mehta@gallup-robinson.com
Scott C. Purvis
Gallup & Robinson, Inc.,
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  • For correspondence: sos@gallup-robinson.com
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ABSTRACT

Recall, one of the key metrics in advertising testing, has been criticized over the years as favoring rational advertising over emotional advertising. An analysis and reconsideration of the available evidence show that emotional advertising is not penalized by recall, and that emotional content in well-executed commercials can actually boost recall. Strong empirical evidence shows that recall, when used in combination with other measures, is a valid measure of advertising effectiveness and, as the analysis here illustrates, does not miss the emotion in advertising that builds brands.

  • © Copyright 2006 The ARF. All rights reserved.

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Vol 46 Issue 1

Journal of Advertising Research: 46 (1)
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Reconsidering Recall and Emotion in Advertising
Abhilasha Mehta, Scott C. Purvis
Journal of Advertising Research Mar 2006, 46 (1) 49-56; DOI: 10.2501/S0021849906060065

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Reconsidering Recall and Emotion in Advertising
Abhilasha Mehta, Scott C. Purvis
Journal of Advertising Research Mar 2006, 46 (1) 49-56; DOI: 10.2501/S0021849906060065
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