Recall (Marketing)

The recall is a method the effect of advertising to measure. In the context of buying behavior research , a distinction is made between recall and recognition . The recall itself can be divided into free reproduction and assisted reproduction. In free reproduction, the subject is simply asked to reproduce a certain fact, name, brand freely and without assistance. (Various) aids can be used in the supported procedure. This makes it more subjective and difficult to compare.

Despite the often unclear connections with actual purchasing behavior and methodological inconsistencies, recall research is a widespread means of measuring advertising effectiveness. It must be noted that when recalling, only the pure retention, not the understanding and any purchase intentions are queried.

It is important that a brand that is remembered becomes part of the awareness set and can be taken into account when making active purchase decisions with medium to high involvement and cognitive decision-making.

Recognition , on the other hand, is more relevant for passive purchases (habitual or stimulus-driven purchase decisions) with low involvement, since here the recognized brand is taken into account in the selection at the point of sale.

literature

Kroeber-Riel: Consumer behavior . 9th edition. Vahlen, 2009, ISBN 978-3-8006-3557-3 .