Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition by Terence Shimp, Craig Andrews

Exercise 18

The Bruzzone test is based on a measure of recognition in comparison to day-after recall testing, which, of course, is based on a recall measure. Present an argument as to why the Bruzzone recognition measurement might be more appropriate than the recall measurement in attempting to determine the effectiveness of television commercials. To facilitate your discussion, consider the difference between multiplechoice testing (a form of recognition measurement) and essay testing (a form of recall measurement).