Recognition tests, however, are not final measure of advertising effectiveness. In fact, recognition is very easy to achieve by using attention-getting devices like catchy visuals, unusual headlines, bizarre or odd shapes, flashy and vivid color etc. and recognition alone does not ensure purchase by consumers. So advertisers conduct other types of tests also in addition to recognition tests.

The recall test is a kind of a memory test that attempts to measure the impression or penetration made by an advertisement on the readers or viewers mind. It evaluates the memo ability ads an advertisement by contacting audience members and asking them what they remember about it. As a test of memory, recall is more demanding and difficult than recognition. Various recall tests differ in the subject matter they deal with and the aid-to-memory they provide. Some deal with print ads while others deal with broadcast ads. Some recall tests use aids to help audience members to remember while others do not use such aids.

Some other methods deals with campaign themes and slogans and answer question like registering. Some other tests try to evaluate advertisements before they are placed in the media and answer the question.

How well are the test advertisements recalled after controlled exposures in dummy magazine or while being shown along a set of different ads with recorded programmers'?

Other recall test methods try to find what people have learned about the Acai product, the service or the company advertised. The aid-to-memory or the amount of help provided to the respondents ranges from very little clues designed to draw out the very last detail of the advertisement. According to the presence or absence of clues or aids, recall test are divided into two types - aided recall and unaided recall.

Whatever the method used, the final objective of recall tests is to find out whether the respondent has established a strong connection between the brand name and the sales message.

The day-after-recall test is a common method to evaluate television commercials. Noted researcher George Gallup first devised this in the early 1940's. Gallup was then working with the young and Rubiacn advertising agency. Later he joined the Burke Marketing Research Company, where he further developed this method.

The Gallup Recall method involves telephoning 150 to 300 programmers' viewers 24 hours after a particular television commercial was broadcast. Some companies use a different time period, such as 48 hours or 72 hours. Respondents are asked if they can recall any commercial telecast the previous day in products categories. This is unaided recall, as the brand name or company name is not mentioned. If they cannot recall the advertisement being tested without any clue, then they are given clues about it. This is aided recall.