You must remember this (you were only looking at it five seconds ago)
So here’s a funny coincidence…
Dr Mumbo dropped by the new A Current Affair website on nineMSN, and found himself served not one, but two ads for Voltaren – a leaderboard and a medium rectangle.
And then, guess what followed immediately? A survey, asking about ad recall.
Guess which brand was included?
Now Dr Mumbo is probably in the lower quartile when it comes to statistical comprehension, but he suspects that when the brand recall case study inevitably does the rounds, it should perhaps be taken with a pinch of salt.
Well spotted…
However, I suspect you only noticed the ads in the first place because the banner has an umbrella in it, a la ‘Mumbo Report’ 😉
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All of these control/exposed studies are just like this – survey straight after ad exposure … so flawed. So so so flawed.
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That’s horrendous – talk about skewing the data to tell a client what they want to hear…
So is their research company part of the same group as the creative arm?
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@anna – doubtful … it’d be one of the research groups you’d assume … some of them are in the business of good news at all costs. research approach seems flawed to me, but i’m not a researcher.
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Ummmm … I am a researcher. Has anyone else heard of “day after recall”? It’s called that for a very good reason – conduct the survey the bext day when the rest if the media noise has died down and see what had cut-through. Basically, this should be classified as “prompted recall”.
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