When discussing brand recall within the context of marketing, it refers to how a certain number of consumers remember a specific advertising message.
Generally, these consumers are part of a group that identifies them as the ideal target for that advertising message.
Keeping track of recall rates is useful for companies to measure the effectiveness of the advertising message among the identified target audience, and especially to gauge how effective it is compared to competitors' advertising messages.
Those responsible for tracking are tracking studies, which are metrics that deal with making comparisons between different advertising elements coming from various companies and/or firms.
How many types of recall indices are there?
In relation to this type of research, three types of recall indices can be distinguished:
- Spontaneous recall: the consumer naturally remembers the advertisement without any external aid;
- Aided recall: through some stimulus, the consumer remembers the advertisement;
- Partial recall: the consumer is able to recall only a part (verbal or visual) of the advertisement.
The role of the recall index can be crucial in certain stages of an advertising campaign. It can be useful to measure the initial performance of that campaign, and how to possibly adapt or improve it.
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