Consumers are said to have retained more knowledge from the ad when they can state the brand in an unaided recall test compared to a test where they have been given hints.

Question

Quizplus · Accepted Answer

Unaided recall test measures the consumer's ability to remember the brand without any hints, so if they can state the brand correctly, it indicates better retention of knowledge from the ad.

Consumers Are Said to Have Retained More Knowledge from the Ad