Recognition, Recall, and Persuasion

Recognition and Recall are the terms that are heavily used by advertisers in advertising measurement, more specifically in copy testing techniques. Both recognition and recall are
techniques that dredge a consumer's memory for traces of awareness of an advertisement or brand. Recognition is an emotional task, and recall is a logical task. Recognition makes use of the right hemisphere of the human brain concerned with emotional matters, and recall makes use of the left hemisphere, concerned with logical thoughts. Print ads tends to be logical and stimulates the left hemisphere. Television ads tends to be emotional and stimulates right hemisphere. Therefore recognition is the correct method to use for television, and recall is to correct measure for print. Further development in advertising measurement introduced the term 'Persuasion' measure. Persuasion was based on asking consumer about their brand preferences before and after exposure to a commercial. If a shift in preference occurred, this means that the advertisement had persuaded the customer of the merits of the brand.

Popular posts from this blog

Functions of Human Resource Management

Image
Question - What do you mean by Human Resource Management? Explain various functions of Human Resource Management. Answer Meaning of Human Resource Management Human Resource Management is a management function concerned with hiring, motivating, and maintaining the workforce in an organization. Human resource management deals with issues related to employees such as hiring, training, development, compensation, motivation, communication, and administration. Human resource management ensures the satisfaction of employees and the maximum contribution of employees to the achievement of organizational objectives. According to Armstrong (1997) , Human Resource Management can be defined as “a strategic approach to acquiring, developing, managing, motivating and gaining the commitment of the organization’s key resource – the people who work in and for it.” Functions of Human Resource Management Human Resource Management functions can be classified into the following
»

Marketing Management Notes

Image
The purpose of the MBA Marketing Management Subject is to develop an understanding of the underlying concepts, strategies, and issues involved in the marketing of products and services.  Marketing Management contains five modules: Marketing Concepts and Challenges; Marketing Planning and Control; Marketing Mix, Understanding Customer, and Marketing Information System; and Marketing Strategies. It explores the following topics in detail; Social Marketing, Marketing Mix, Customer Value, Competitor Analysis, Consumer Behaviour, Demand Forecasting, Market Segmentation, Targeting, and Positioning. Module I: Marketing Concepts & Challenges Nature and Scope of Marketing Management , Definition and Meaning of Marketing, Nature and Scope of Marketing, Marketing Process, Marketing Environment, Marketing Organisations, Marketing Challenges, Concept of Green Marketing, Concept of Social Marketing, Concept of Alliance Marketing,   Marketing Mix . Module II: Marketing P
»