Recall-based metrics like claimed advertising awareness may underestimate the effectiveness of affective advertising compared to recognition-based approaches.
May bias ad effectiveness assessments in practice; leaves open whether recognition metrics improve prognostic accuracy.
ABSTRACT This article is about affective advertising, defined as that which works more on our emotions and feelings than on our knowledge and beliefs. This sort of advertising can be processed effectively at relatively low levels of attention and as a result does not always perform well on recall measures. We compare the most popular recall-based metric—claimed advertising awareness—against an approach that deduces effectiveness from recognition and find claimed advertising awareness seriously underestimates the effectiveness of the advertising tested.
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Gabriel Laurent (2005) studied this question.
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