Recall

Also known as: Ad Recall, Brand Recall, Advertising Recall, Aided/Unaided Recall

Consumer's ability to remember having seen a specific ad (ad recall) or to spontaneously mention a brand (brand recall).

Recall is the metric measuring consumers' ability to remember having been exposed to a specific stimulus—an ad, packaging, or brand experience—without needing to see it again.

In advertising, two types are distinguished: (1) Spontaneous Recall—the consumer mentions the ad without any prompting; (2) Aided Recall—after being shown the brand or category, the consumer indicates whether they remember having seen advertising.

Recall is one of the most basic KPIs of advertising effectiveness: if the ad is not recalled, it cannot generate any effect on attitudes or behavior. However, high recall does not guarantee sales effect—an ad can be highly recalled but not persuasive.

Atlantia measures recall as part of its Ad Testing and Brand Lift studies.