Using the Theory of Signal Detection to Improve Ad Recognition Testing
نویسنده
چکیده
Recognition tests are a very popular means of assessing the memory effectiveness of advertisements. Unfortunately the recognition scores obtoined by current methods reflect both the memory for an advertisement and the response biases of the respondents. The outhors introduce the theory of signol detection (TSD) v/hich can be used to secure independent estimates of memory and response bias in recognition tests. They discuss hov/ TSD can be used to improve ad recognition testing.
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