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.
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’ 😉
All of these control/exposed studies are just like this – survey straight after ad exposure … so flawed. So so so flawed.
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?
@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.
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”.