Adimpact—a multi-media advertising effectiveness-measurement method

Recall and recognition are the methods which are usually used to establish if a person has been exposed to advertising or not. Recall tends to greatly underestimate exposure. Recognition, though coming much closer to actual exposure, has severe practical limitations, especially for radio commercials and in terms of the number of advertisements that can be tested at a time. Adimpact is a method offering an alternative way of establishing probable exposure to advertising, which is independent of the respondents' ability to recall or recognize the advertisements they have seen or heard.