Ads led to sales if they were rated high on either or both of “tells me a lot about how the product works” and “this advertising is funny or clever," but not if they rated high on "I find this ad artistic" or "this ad doesn't give any facts, it just creates an image 2. Why measure recognition anyway? Why would it ever be of value to have an audience member recognize an ad when he or she could not recall it without being prompted and could not recall its content? Why not just measure recall?