Ipsos Encyclopedia - Claimed Recall

Claimed Recall refers to advertising recall, and is one of a few different evaluative questions for assessing advertising either via Ad Tracking in-market, or in Ad Pre-Testing as part of the recall measurement of the test ad (usually after some time lag from the initial ad exposure).

Definition

​Claimed Recall refers to advertising recall, and is one of a few different evaluative questions for assessing advertising either via Ad Tracking in-market, or in Ad Pre-Testing as part of the recall measurement of the test ad (usually after some time lag from the initial ad exposure). The aim of the question is to measure the incidence of respondents who believe they have seen (any) advertising for the brand(s) of interest.

 

The question typically prompts the respondent with one or more brand names, and the respondents indicate yes or no in terms of claiming recall of advertising for the respective brands. Previously for Ipsos tracking, this was a binomial "yes/no" question, followed by an open-ended question among the affirmative respondents to describe what they recalled about the brand's advertising. - Claimed Ad Recall is distinguished from other evaluative advertising questions (such as Aided Ad Recognition) because it is not asked of any specific ad execution. The prompt is a brand name rather than an ad execution.

 

We have now combined the two parts (Claimed + open-end) into one overall "Qualified Recall Rating" (QRR). The QRR question measures how well people hold memories of the brand's advertising. The ad tracking section of the questionnaires then goes on to look at recognition of and response to specific executions.

Media & Brand Communication