This indicates that the quality of advertising tends to be more important than the quantity of advertising. Recall of specific messages from advertising is not a very good indicator of advertising effectiveness, and some very effective commercials produce little measurable message recall. Message recall is a positive factor, but its importance should not be overstated. Failure to register the brand name is one of the most common weaknesses of commercials. When next you review your advertising, just make sure that the brand name is clearly stated and clearly shown in the commercial.
Ultimate truth is elusive.
Advertising effectiveness cannot be determined by any one measure, such as persuasion or recall. Recall is a good measure for some commercials, but not for others. Persuasion scores don't work very well for brands with high market shares, and cannot be relied upon for brands in poorly defined product categories. Purchase intent works reasonably well for new products, but poorly for established products. A large number of important variables must be examined to judge the potential effectiveness of advertising.