Definition Unaided Recall. Description.
A Unaided Recall is a market research technique used
to test the effectiveness of brands, advertisements and commercials in which
respondents are asked certain questions to learn whether they are familiar
with a particular company, brand, slogan, product or service. For example
a respondent may be asked to mention the names of any airline companies she
knows, or any beer brands he knows.
Unlike the Aided Recall Technique (Example: "Do you
know of the "Pepsi" brand?), consumers are not given or prompted the name
of the target brand or product.
A problem with the unaided recall type of marketing effectiveness
testing for advertisements is that in reality, consumers rarely, if ever,
spontaneously recall an advertisement and some amount of cuing is needed to
perform the research.
The brand name that is first recalled ("top of mind") has
a distinct competitive advantage in branding strategy, as it has the first
chance of evaluation for purchase.
Unaided Recall Special Interest Group
Brand Recognition |
| Brand Asset Valuator
| Brand Identity
Prism | Brand Loyalty
| Brand Management
| Branding | Consumerization | Nielsen Ratings | Attention Model |