Reconsidering Recall and Emotion in Advertising - Recall, when used in combination with other measures, is a valid measure of advertising effectiveness and, as the analysis here illustrates, does not miss the emotion in advertising that builds brands.
Year of publication: |
2006
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Authors: | Mehta, Abhilasha ; Purvis, Scott C. |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 46.2006, 1, p. 49-56
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