['Description', 'of', "ASI's", 'Standard', 'Newspaper', 'Test', 'Measures', ' ', 'Proven', 'Recall', 'At', 'the', 'time', 'of', 'the', 'interview,', 'respondents', 'were', 'given', 'a', 'list', 'of', '10', 'brand', 'names.', 'Some', 'of', 'these', 'brands', 'were', 'advertised', 'in', 'the', 'newspaper,', 'while', 'some', 'were', 'not.', 'Respondents', 'were', 'asked', 'to', 'indicate', 'which', 'of', 'the', '10', 'brands', 'they', 'recalled', 'seeing', 'ad-', 'vertised.', 'For', 'each', 'test', 'brand', '"remembered"', 'from', 'this', 'list,', 'respondents', 'were', 'asked', 'to', 'describe', 'the', 'advertisement', 'they', 'had', 'seen.', 'Those', 'who', 'gave', 'correct', 'descriptions', 'were', 'considered', 'to', '+', 'have', '“proven', 'recall,"', 'The', 'percentage', 'figure', 'for', 'proven', 'recall', 'is', 'based', 'on', 'all', 'respondents', 'who', 'spent', 'more', 'than', 'ten', 'minutes', 'reading', 'the', 'newspaper.', 'Retrospective', 'Involvement', 'Measure', ' ', 'After', 're-exposure', 'to', 'the', 'advertisement,', 'a', 'list', 'containing', '20', 'adjectives', 'was', 'presented', 'to', 'respondents', 'who', 'were', 'asked', 'to', 'designate', 'all', 'those', 'words', 'that', 'they', 'felt', 'described', 'the', 'adver-', 'tiseme', 'they', 'had', 'seen.', ' ', '  ', 'included', 'on', 'the', 'list', 'were', 'eleven', 'adjectives,', 'considered', 'positive', 'in', 'nature,', 'that', 'were', 'used', 'to', 'compute', 'the', 'Positive', 'Index.', 'The', 'percent', 'selections', 'of', 'sach', 'of', 'the', 'eleven', 'adjectives', 'were', 'totaled', 'and', 'divided', 'hy', 'eleven', 'to', 'produce', 'an', 'average', 'which', 'is', 'termed', 'the', 'Positive', 'Index.', 'A', 'Negative', 'Index', 'was', 'computed', 'by', 'averaging', 'the', 'percent', 'selections', 'of', 'the', 'other', 'nine', 'adjectives.', 'Idea', 'Comprehension', 'After', 're-exposure', 'to', 'the', 'advertisement,', 'respondents', 'were', 'asked,', '“What', 'ideas', 'or', 'impressions', 'about', 'the', 'product', 'do', 'you', 'feel', 'were', 'conveyed', 'by', 'the', 'ad?"', 'Responses', 'to', 'this', 'question', 'are', 'shown', 'under', 'Idea', 'Comprehension.', '  ', ' ', 'Pre/Post', 'Selections', 'At', 'the', 'end', 'of', 'the', 'screening', 'interview', 'respondents', 'were', 'informed', 'that', 'a', 'series', 'of', 'prizes', 'would', 'be', 'given', 'away', '(one', 'of', 'which', 'was', 'a', 'supply', 'of', 'the', 'product', 'to', 'be', 'advertised).', 'Each', 'respondent', 'was', 'given', 'a', 'questionnaire', 'containing', 'the', 'prize', 'lists', 'and', 'asked', 'to', 'indicate', 'which', 'of', 'the', 'listed', 'brands', 'he', 'or', 'she', 'would', 'prefer', 'to', 'have,', 'if', 'selected', 'a', 'winner,', 'At', 'the', 'end', 'OF', 'the', 'interview,', 'an', 'identical', 'selection', 'situation', 'was', 'pre-', 'sented', 'to', 'the', 'respondents.', 'The', 'change', 'in', 'the', 'percenl', 'of', 'the', 'respondents', 'selecting', 'the', 'advertised', 'brand', 'in', 'the', 'two', 'situ-', 'ations', 'is', 'termed', 'the', 'pre/pnst', 'scare.', '2', 'Psd', 'a', '3', '§', '&', ' ']