The day-after recall test would be the most appropriate measure of effectiveness for:
A)the back outside cover position of the May issue of Fortune
B)a full-page ad in a trade journal aimed at the supermarket industry
C)a 30-second commercial promoting NCAA football games on the cable channel ESPN
D)a transit ad on the back of the envelope that contains airplane tickets
E)all of the above

Question

Quizplus · Accepted Answer

The day-after recall test measures how much of an ad or message is remembered by the target audience. A 30-second commercial promoting NCAA football games on cable channel ESPN is the best choice for this test because it is a specific message that can easily be recalled by the target audience. The other options are less specific and may not be as memorable.

The Day-After Recall Test Would Be the Most Appropriate Measure