Advertising Research - Recall
Advertising Research - Advertising Research - Recall
Day-After-Recall (DAR)
The DAR (day-after-recall) measure of a television commercial, first used in the early 1940s by George Gallup, then with Young & Rubican, is closely associated with Burke Marketing Research.3 "How did the ad Burke out?" is a common question. The procedure is to telephone 150 to 300 program viewers the day after a television commercial appears. They are asked if they can recall any commercials the previous day for a particular brand.They are then asked for anything they can recall about the commercial, what was said, what was shown, and what the main idea was. DAR is the percent of those in the commercial audience, who were watching the show before and after the commercial was shown, who recalled something specific about the commercial such as the sales message, the story line, the plot, or some visual or audio element.
The DAR is an "on-air" test in that the commercial exposure occurs in a natural, realistic, in-home setting. It is well established and has developed extensive norms over the years. The average DAR is 24. One-fourth of all commercials score under 15 and one-fourth score over 31. It also provides diagnostic information about what elements of the commercial are impacting and what are not.
Gallup and Robinson and Mapes and Ross provide a similar measure for print media. They place a magazine with 150 of its regular readers and ask that it be read in a normal manner. The next day the readers are asked to describe ads for any brands of interest.
Recall measures have generated controversy over the years and, as a result, are not as influential as they once were. One concern is that they are an inappropriate measure of emotional commercials. Foote, Cone and Beld-ing measured both masked recognition (where the brand name is blocked out) and DAR for three "feeling" commercials and three "thinking" commercials.4 The DAR was much lower for the "feeling" commercials (19 versus 31), whereas the recognition scores were only marginally lower (32 versus 37). They concluded that recognition is a better measure of the ability of a feeling commercial's memorability than DAR, which requires the verbalization of the content.
A more basic concern with DAR is that it simply is not a valid measure of anything useful.5 First, its reliability is suspect. Extremely low test-retest correlations (below .30) have been found when commercials from the same product class have been studied. Second, DAR scores are unduly affected by the liking and nature of the program. For example, DAR scores of commercials in new programs average 25 and more percent below commercials in other shows. Third, of eight relevant studies seven found practically no association between recall and measures of persuasion. In contrast, there is substantial evidence linking persuasion measures with sales. Thus, copy test interest has turned toward persuasion.
Day-After-Recall (DAR)
The DAR (day-after-recall) measure of a television commercial, first used in the early 1940s by George Gallup, then with Young & Rubican, is closely associated with Burke Marketing Research.3 "How did the ad Burke out?" is a common question. The procedure is to telephone 150 to 300 program viewers the day after a television commercial appears. They are asked if they can recall any commercials the previous day for a particular brand.They are then asked for anything they can recall about the commercial, what was said, what was shown, and what the main idea was. DAR is the percent of those in the commercial audience, who were watching the show before and after the commercial was shown, who recalled something specific about the commercial such as the sales message, the story line, the plot, or some visual or audio element.
The DAR is an "on-air" test in that the commercial exposure occurs in a natural, realistic, in-home setting. It is well established and has developed extensive norms over the years. The average DAR is 24. One-fourth of all commercials score under 15 and one-fourth score over 31. It also provides diagnostic information about what elements of the commercial are impacting and what are not.
Gallup and Robinson and Mapes and Ross provide a similar measure for print media. They place a magazine with 150 of its regular readers and ask that it be read in a normal manner. The next day the readers are asked to describe ads for any brands of interest.
Recall measures have generated controversy over the years and, as a result, are not as influential as they once were. One concern is that they are an inappropriate measure of emotional commercials. Foote, Cone and Beld-ing measured both masked recognition (where the brand name is blocked out) and DAR for three "feeling" commercials and three "thinking" commercials.4 The DAR was much lower for the "feeling" commercials (19 versus 31), whereas the recognition scores were only marginally lower (32 versus 37). They concluded that recognition is a better measure of the ability of a feeling commercial's memorability than DAR, which requires the verbalization of the content.
A more basic concern with DAR is that it simply is not a valid measure of anything useful.5 First, its reliability is suspect. Extremely low test-retest correlations (below .30) have been found when commercials from the same product class have been studied. Second, DAR scores are unduly affected by the liking and nature of the program. For example, DAR scores of commercials in new programs average 25 and more percent below commercials in other shows. Third, of eight relevant studies seven found practically no association between recall and measures of persuasion. In contrast, there is substantial evidence linking persuasion measures with sales. Thus, copy test interest has turned toward persuasion.
Comments
Post a Comment