The results of this study cast some doubts on the validity of recall as a measure of advertising effectiveness. First, they suggest that a direct link between recall and persuasion will occur only under highly restrictive conditions. Second, they indicate that attention is a necessary, but not a sufficient condition for recall. In this study, other factors such as processing strategy and type of advertisement were found to affect recall. Finally, some advertisements that were persuasive were not recalled. With brand processing all of the products were evaluated positively, yet there was virtually no difference in the evaluations of brands whose advertisements were recalled versus those that were not recalled.
The authors would like to thank Linda Alwitt and Anthony Pratkanis for their comments on an earlier version of this paper.
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