Awareness Fallacy

I've been making a bit of a return recently to some of the basics of advertising and research theory. In particular I wanted to address the resilient popularity of recall measures as an assessment of effectiveness in the US market.

Here's a consolidation of the main arguments against its use:

Awareness fallacy

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If you like this presentation you can check out my blog at its regular spot:
http://planningfallacy.blogspot.com/

~ Mark