Recall test is testing the reach and effectiveness of the advertisement where a person is asked to recall advertising messages the person remembers. Recall test is conducted from users to understand the effectiveness of a particular marketing and advertising campaign. Good ad awareness among consumers in a recall test means their campaign was effective.
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There are two types of brand recall. If the person is given some clues for recalling it is called aided recall and if the person is not given clues, it is called unaided recall. Recall differs from recognition in a way that in recognition a person is asked to pick an item that he/she has previously been seen from a number of other items that have not been previously seen. A recall test enables a company to get feedback from a consumer, which can help them improve their product & service offerings as well as brand positioning. One such type of test is day-after recall test, where a customer is asked about the ad after 24 hours.
Some of the important factors or elements affecting the recall test results of a consumer are as follows:
1. Encoding Specificity : People encode information along with its context. The memory takes cues from environment and encodes the information.
2. State-Dependent Learning: When a person's internal state during retrieval and encoding matches, memory will be better.
3. Transfer-Appropriate Processing: If the type of task at encoding and retrieval matches, memory will be enhanced.
4. Levels of Processing Theory : Deeper processing leads to better encoding and retrieval.
Hence, this concludes the definition of Recall Test along with its overview.
This article has been researched & authored by the Business Concepts Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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