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Consumer Learning
MEASURES OF CONSUMER
LEARNING
The dual goals of consumer learning are
Learning Are:
Ø Recognition & Recall Measures
Ø Cognitive Responses To Advertising
Ø The Attitudinal & Behavioral Measures of
Brand Loyalty
Recognition & Recall
Measures
Tests conducted to determine
whether consumers remember
seeing an ad, the extent to which
they have read it or seen it & can
recall its content, their resulting
attitudes toward the product, the
brand & their purchase intentions.
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C A N U R E M E M B E R T H E P R O D U C T
A D V E R T IS E D IN T H IS A D ???
A N Y 1 O F U C A N T E LL M E 1 O R 2
S A LIE N T FE A T U R E S O F T H E
P R O D U C T A D V E R T IS E D ???
Recognition & Recall Measures
Cont’d