Recall - Recognition Complementarities : Assessing the Role of Traditional Media as a Catalyst in Modern Advertising

Recognition and recall are also important component of effective advertising. The impact of different media over recall and recognition are also different. The debate is centered around which group of media has edge over the others in terms of advertising effectiveness while accepting the notion about their effectiveness in this regard. But it ignores the mutual interdependency and nature of interdependency between the two category of media i.e. electronic and traditional media. In the present study we have taken the same issue for systematic investigation to find out the mutual interdependency and its characteristics in a particular region of India having its own unique socio-economic and cultural features.

In this sense, our basic question is whether the traditional media has primary or secondary role, or supplementary and catalyst role in advertising effectiveness. It appears that TV media has crucial role in initiating and creating interest in ads but strategic role of sustaining and promoting interests in ads is due to the other media exposure viz., print ,outdoor, in-store display etc. In this sense outdoor and other media including in-store display has catalyst role for TV media created ad interests and recall at the point of purchase.