research tool, administered by Burke Marketing Research, Inc., to measure audience recall of a TV commercial for the benefit of television advertisers. This information is used by advertisers to evaluate the effectiveness of their commercials . On the day after a commercial is aired, Burke personnel conduct telephone interviews with a previously chosen sample audience, asking questions about the selling points the advertiser hoped to communicate through the commercial. As a result of these interviews, the extent of communication and brand name recognition can be assessed.