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Remembering an advertisement is great, but do viewers connect that with the brand name? Recall is an important predictor of purchase intention.

Creating Fond Memories
Remembering an advertisement is great, but do viewers connect that with the brand name? Recall is an important predictor of purchase intention. To measure how well a nationally branded product is performing with regard to consumer recall, you will complete a study of your choice. Select a branded product targeted toward a specific market. For example, if you wish to define the market by gender, select a feminine hygiene product or a male enhancement drug. Interview 15 consumers and study their free and cued recall by asking them questions such as:

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