Exploratory comparisons of alternative memory measures for brand name

Two experiments examined memory measures other than recall for use in advertising evaluations. In one experiment, an Ebbinghaus Savings Test was used as an indirect test to recover delayed memory for ad information when free recall was at floor levels. In a second experiment, a direct measure (recognition) and an indirect measure (word fragment completion) were compared in delayed tests. Processing levels affected recognition scores significantly, but no such effects were noted for word fragment completion. These results suggest that alternative awareness measures can provide important marketing research information.