Question

Which of the following statements about aided recall posttests is most accurate?

A) With aided recall posttests, additional product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the most inquiries are presumed to be the most effective.
B) With aided recall posttests, a question such as "What ads do you remember seeing yesterday?" is asked of respondents without any other prompting to determine whether they saw or heard advertising messages.
C) Aided recall posttests involve studies such as controlled experiments and consumer purchase tests.
D) In an aided recall posttest, respondents are asked questions to measure changes in their attitudes after an advertising campaign, such as whether they had a more favorable or unfavorable attitude toward the product advertised.
E) In an aided recall posttest, respondents are first shown an ad and then asked whether their previous exposure to it was through reading, viewing, or listening.

Answer 1

The correct answer is that in an aided recall posttest, respondents are shown an ad and then asked if they recall their previous exposure to it through reading, viewing, or listening, to measure advertising effectiveness.

Step-by-step explanation:

The most accurate statement about aided recall posttests is option E) In an aided recall posttest, respondents are first shown an ad and then asked whether their previous exposure to it was through reading, viewing, or listening. This type of posttest is designed to measure advertising effectiveness by identifying which ads are remembered and recognized by the audience after prompting. Recognition involves identifying information that has been previously learned after encountering it again and is a core aspect of aided recall posttests. Similarly, advertising techniques such as implicit priming are used to enhance recognition and recall among consumers.