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)an aerial ad by McDonald's.

Question

Quizplus · Accepted Answer

The day-after recall test measures the ability of an advertisement to be remembered by consumers after a short period of time. A 30-second commercial promoting NCAA football games on the cable channel ESPN is a good fit for this measure because it is short and can quickly be forgotten if not memorable. The other options do not necessarily require immediate recall and may not be as effective with this measure.

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