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The starch test is that it is simpler as it uses easy questions and can be conducted quickly. Also Starch test has evolved over the last few decades into highly precise method that covers many car mat product categories. The starch test has proved highly reliable too.
For car mat televisions ads, there is the bruzzone-test developed by the researchers company. This test is conducted through mail. Respondents are sent questionnaires that show scenes from TV ads with the script, but without the brand name. Respondents are asked whether they remember having seen the commercials before. If the answer is 'yes', then they are asked to identify the brand. This is followed by a ranking of the ads by the respondents on the basis of list of adjectives. In addition to measuring recognition of TV ads, this test also provides assessment of liking, preference and purchase etc. of the brands.
Another company that has developed recognition tests for TV and radio ads is the communes company.
Communes' tests involve showing brief and edited TV ads without the brand and company identification. The respondents are then asked to indicate if they have seen the ad, identify the brand and point out the elements of the ads, which have been edited out. The advantage of recognition test include that these answer the following questions for an advertiser to extent is car mat advertisements seen or and read? The greatest benefits of the recognition tests are that it measures what an advertisement has achieved under normal conditions. While response from the audience in terms of recognitions does not necessarily bring about sales, the achievements of attentions and interest by an advertisement is an important step that often leads to purchase. Another important aspect of recognition test is its ability to measure effectiveness of ads in all kinds of media and both in real and laboratory situations. In additions, being a low cost method, it is used by most advertising researchers.
Recognition tests, however, are not final measures of advertising effectiveness. In fact, recognition is very easy to achieve by using attention-getting devices like catchy visuals, unusual headlines, bizarre or odd shapes, flashy and vivid color etc. And recognition alone does not ensure purchase by consumers. So advertisers conduct other type of test also in addition to recognition tests.
The recall test is a kind of a memory test that attempts to measure the impression or penetration made by an advertisement on the readers or viewers mind. It evaluates the memo ability of an advertisement by contracting audience member; recall is more demanding and difficult than recognition. Various recall tests differ in the subject matter they deal with and the aid-to-memory they provide. Some deal with print ads while others deal with broadcast ads.
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