Why measure recognition anyway? Why would it ever be of value to have an audience member recognize

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Why measure recognition anyway? Why would it ever be of value to have an audience member recognize an ad when he or she could not recall it without being prompted and could not recall its content? Why not just measure recall?

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Marketing Research

ISBN: 978-1118156636

11th edition

Authors: David A. Aaker, V. Kumar, Robert Leone, George S. Day

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Question Posted: Mar 29, 2016 04:50 AM

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Why measure recognition anyway? Why would it ever be of value to have an audience member recognize

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