Which of the following is NOT a criticism of recall as a measure of advertising effectiveness?
A) Recall simply measures whether an ad is received but not whether the message is accepted.
B) Measures of recall are biased in favor of younger consumers.
C) Day-after recall (DAR) testing significantly overstates the memorability of commercials that employ emotional or feeling-oriented themes.
D) Recall scores generated by advertisements are not predictive of sales performance.
E) All of these are criticisms.

Question

Which of the following is NOT a criticism of recall as a measure of advertising effectiveness? 
A) Recall simply measures whether an ad is received but not whether the message is accepted. 
B) Measures of recall are biased in favor of younger consumers. 
C) Day-after recall (DAR) testing significantly overstates the memorability of commercials that employ emotional or feeling-oriented themes. 
D) Recall scores generated by advertisements are not predictive of sales performance. 
E) All of these are criticisms.

Quizplus · Accepted Answer

The Answer of Which of the following is NOT a criticism of recall as a measure of advertising effectiveness? 
A) Recall simply measures whether an ad is received but not whether the message is accepted. 
B) Measures of recall are biased in favor of younger consumers. 
C) Day-after recall (DAR) testing significantly overstates the memorability of commercials that employ emotional or feeling-oriented themes. 
D) Recall scores generated by advertisements are not predictive of sales performance. 
E) All of these are criticisms.

Which of the Following Is NOT a Criticism of Recall