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Essay Details:
Essay text:
In the paper the author has argued that:
• Recognition scores are not a good measure of memory instead they can better be used to measure interest of the reader.
• Recall is a more reliable measure and it reflects the advertisement’s ability to register the sponsor’s name and meaningfulness of message to the consumer.
• The Consumer rating is an effective measure to check the advertisement ability to generate sales.
• The impact of ‘Halo effect’ on the Consumer rating and how it can be used by the advertisers to choose more effective ads.
2) An overview of the methodology used
The author has adopted quantitative analysis approach to present his ideas on the subject with an extensive use of correlation technique to establish strength of relation between the variables...
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