Question

The Bruzzone test is based on a measure of recognition in comparison to day-after-recall testing, which, of course, is based on a recall measure. Present an argument as to why Bruzzone recognition measurement might be more appropriate than recall measurement in attempting to determine the effectiveness of television commercials. To facilitate your discussion, consider the difference between multiple-choice testing (a form of recognition measurement) and essay testing (a form of recall measurement).

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