Greater recall of advertising claims is a sure indication that the ad is effective at producing favorable product attitudes.

Question

Quizplus · Accepted Answer

Greater recall of advertising claims does not necessarily indicate that the ad is effective at producing favorable product attitudes. Recall is a measure of memory, not attitude or preference. An ad can be memorable without positively influencing consumers' opinions or purchase intentions towards the product.

Greater Recall of Advertising Claims Is a Sure Indication That