Efecto del tipo de prueba de evaluación en la memoria y valoración de marcas publicitarias (Effect of the type of memory test on the evaluation of brands)

Memory tests are frequently used to measure the effectiveness of an advertisement. However, as different tests provide different kinds of information it is important to know which type of test is the most appropriate. The main objective of this investigation was to study the effect of different memory tests on the number of brands recalled and the level of interest generated by them. A group of participants wrote down all the brands of any kind of product that they remembered having seen advertised (free recall test) and rated their interest in each brand. Subsequently, the participants were given a list of 27 categories and wrote down the brands they associated with the categories (cued recall test) and also rated their level of interest. The results showed that although the participants generated more brand names with the cued recall test, the brand names mentioned in the free recall test generated greater interest. These results highlight the importance of choosing the correct memory test to measure the effect of publicity.