An Empirical Investigation of Aided Recall in Advertising

Multiple mesures exist in the marketing literature for operationalizing advertising recall. Often, however, there are no theoretical guidelines to indicate how these various measures might be combined into a single recall construct. A new statistical analysis technique —redundancy analysis —is applied to the problem of measuring advertising recall for a print ad. Evidence is found that advertising recall is a multidimensional construct; different measures of recall are shown to have different relationships with recall predictors. Redundancy analysis seems especially applicable to advertising problems; and in this instance, it is able to reveal some pitfalls that may have trapped previous investigators of advertising effectiveness.