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| Topic: |
Business
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| Number of pages / Number of words: |
4 / 1010 |
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To further support the argument, evidence from PARM study was presented showing a high influence of the color and size of advertisement on the Recognition scores.
References were drawn, firstly to the Lucas (1960) publication where it was pointed that Recognition score do not show the rapid decline over time that measure of memory always does and secondly to Lucas (1960), Appel & Blum(1961) and Marder & David (1961) publications, where they have established that Recognition scores can also be obtained from respondents who had not been previously exposed to the ads...
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This argument was supported by the findings of PARM study which shows a relatively stronger correlation between Seen-association and Recall of 0.76 for women and 0.65 for men vs. Noted-scores and Recall of 0.71 for women and 0.55 for men. These are the two different types of Recognitions scores, where Noted-score is counted when respondent indicate that he saw the ad when he read the issue before while Seen-association is counted when respondent has indicated that he saw the portion of ad which gives the sponsor’s name...
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