Abstract
The effectiveness of a sponsor’s communication program is often used to determine the amount and scheduling of advertising. However, very little research evidence exists on recall in the area of specialty advertising. The purpose of this study is to explore the recall of advertising specialties. Awareness rates were measured at different points in time for 3 specialties in order to secure knowledge about the decay of information.
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Arora, R., Stoner, C.R., Schreiber, R.A. (2015). Advertising Specialties: A Note on Recall. In: Malhotra, N. (eds) Proceedings of the 1985 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16943-9_65
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DOI: https://doi.org/10.1007/978-3-319-16943-9_65
Publisher Name: Springer, Cham
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