Unaided Recall

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What is an Unaided Recall?

A Unaided Recall is a marketi 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.

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Compare with: Brand Recognition  |  Brand Personality  |  Brand Asset Valuator  |  Brand Identity Prism  |  Brand Loyalty  |  Brand Management  |  Branding  |  Consumerization  |  Nielsen Ratings  |  Attention Model  |  Relational Capital

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