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THE SIGNAGE FOUNDATION |
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The Economic Context of On-Premise Business Signs and How to Establish Value in the Marketplace <<< Previous Section | Table of Contents | Next Section >>> The Basic Tests -- Recall and Recognition |
As mentioned earlier, two tests -- recall and recognition -- are routinely utilized, particularly by outdoor advertisers, to determine the value of a communication structure or device and the message it is delivering.
Recall tests disclose how well a commercial message is doing by testing a consumer's recollection of a particular message; the responses are categorized as unaided, partially aided or totally aided. It is generally accepted that if a message obtains strong unaided recall after 48 hours, it is considered very effective.
Recognition is measured by testing memories before and after a particular advertising/marketing campaign or program. Such testing is also extensively used in political campaigns, particularly to measure "face" recognition. There are some complicating factors in these measurements, such as gross rating points, but for present overview purposes, these factors will not be discussed here.[37]
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