Recognition, advertiser awareness, and diagnostics are used as the primary tools for evaluating the effectiveness of advertising because of the evidence showing this is the most accurate way of measuring the number reached and affected by advertising.  

Recognition capitalizes on one of the greatest strengths of the human mind to separate respondents into two groups:  those who noticed the advertising, and those who either ignored it or were never exposed to it.  This split is critical.  Recognition does it far more completely and accurately than recall, a measure based on one of the weakest capabilities of the human mind.

The number that remember the brand that was being advertised shows how successful the advertising was in communicating the most essential piece of information any ad ever has to communicate.  

The first two only show the advertising had a chance to change the respondent's perceptions and purchases.  To show if it succeeded, we use likability with a group of other diagnostic measures; the measures an eight year industry-wide study by the Advertising Research Foundation showed to be most closely related to the effect of advertising on sales. 

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