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Abstract Singh and Cole (12) recently reviewed attempts by advertising researchers to develop an accurate measure of correct recognition for use in examining an ad's likely effectiveness, and they provided an alternative measure that entails an adjustment for likely guessing. In this paper, several additional recognition formulations are discussed, and empirical and qualitative comparisons of available measures are provided. Results of the empirical comparisons revealed reasonable convergence among the alternative recognition formulations. Conclusions and recommendations for research application are given.
Leigh et al. (Wed,) studied this question.
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