RECALL AND RECOGNITION TEST

Recognition test
Whether respondent can recognize an ad seen before? A brief edited portion of commercial excluding advertiser identification.

Recall
Recall refers to the measure of proportion of same audience who can recall an ad. Aided recall except brand name Un Aided recall only service/ product name

DAR
Day-After-Recall Percentage of those in commercial audience recall something specific something about the Ad

DAR- contd.
Percent proven recall
Ability to recall
Sales message Plot Story line

Percent related recall

Inability to recall main points