Once they recall the advertisement, they are asked what they remember about the advertisement, what was said, what was shown, and what the main idea was. They are also asked about the sales message, the story line, the plot, and the some visual or audio elements. After the interviewing over telephone is over, then the 'scores' are measured in terms of the following:

" Proved name registration score which is the percentage of audience members who recalled the advertisement.

" Idea playback profile which measures the level of sales message recall.

" Favorable buying attitude score that measures its persuasiveness. These scores are then compared with proved norms or average score of ads of similar length, similar product categories, and similar brands. While the day-after-recall test is an on air test in which those ads are evaluated which have been telecast and seen by people in real, home situations.

Sometimes, the Acai ads to be tested are shown on a local cable channel and viewer is told in advance to watch the programmer on that channel. This method saves a lot of money, time and efforts.

In addition to the Gallup recall test for TV ads, there are other methods also. The Gallup-Robinson test is specifically designed for print ads, Maps and Ross Inc. test recall for both print and broadcast ads.

The main advantage of recall tests is based on the idea that if people recall the ad then they may buy it. This is because it is though that top-of-the-mind-recall plays a crucial role in the purchase behavior.

Another criticism is based at different rates of recall of thinking ads and feeling ads. Feeling ads have high recall rates, low recall rates. However, both types of ads succeed in persuading buyers to purchase.

However, over the last six decades recall test have proved valid and highly reliable than most other tests and thus are used extensively.

Recognition and recall test ask the question - do you remember, and what you remember. Persuasion test ask - were you influence? Persuasion test are concerned with 'attitude shift' on part of the audience after they have seen the ads Such tests evaluate the effectiveness of an advertisement by measuring whether the ad affects the customers intention to buy a brand.

During persuasion tests, consumers are invited to a specific place usually to preview a television programmer. This is a pretence as the real motive is to show them that be tested advertisements in an almost 'real' situation and evaluate their effects. This is done to minimize the artificially of the situation that occurs in recognition and recall tests.

Before they are shown the programmer and the ads, the respondents are asked about their preference for various Acai brands. This is usually done by filling a questionnaire. Then they watch the programmer -complete with advertisements positioned before, during and after the programmer.