This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a ‘classic’ - an article that has withstood the test of time. First published in 1964, Wells shows that, in evaluating advertising, the recognition method (Starch) does not really measure recognition, and recall measures do not measure memorability. He concludes that recognition methods gauge the interest in an advertisement; recall methods, the meaningfulness of the message and brand name registration; but to predict subsequent sales, just ask people to rate the ad. And if all else is equal run the ad that consumers like least.