![]() In fact, many believe the commercial's effects may be operating below the level of consciousness (Young, p. 7). the emotional impact – may be difficult for respondents to put into words or scale on verbal rating statements. Non-verbal measures were developed in response to the belief that much of a commercial's effects – e.g. Understanding diagnostic measures can help advertisers identify creative opportunities to improve executions (Young, p. 7). ![]() The main purpose of diagnostic measures is optimization. ![]() Harold Ross of Mapes & Ross found that persuasion was a better predictor of sales than recall (Ross), and the predictive validity of ARS Persuasion to sales has been reported in several refereed publications (Adams & Blair Jones & Blair MASB Mondello ). Recall scores were still provided in copy testing reports with the understanding that persuasion was the measure that mattered (Honomichl). As with DAR, it was Procter and Gamble's acceptance of the ARS Persuasion measure (also known as brand preference) that made it an industry standard. This shift was led, in part, by researcher Horace Schwerin who pointed out, “the obvious truth is that a claim can be well remembered but completely unimportant to the prospective buyer of the product – the solution the marketer offers is addressed to the wrong need” (Honomichl). In the 1970s and 1980s, after DAR was determined to be a poor predictor of sales, the research industry began to depend on a measure of persuasion as an accurate predictor of sales. Thus, the separate measures of attention and branding were born (Young, p. 12). As a result, an important distinction was made between the attention-getting power of the creative execution and how well “branded” the ad was. The 1970s also saw a re-examination of the “breakthrough” measure. In addition, Wharton University's Leonard Lodish conducted an even more extensive review of test market results and also failed to find a relationship between recall and sales (Lodish pp. 125–139). For example, Procter and Gamble reviewed 10 year's worth of split-cable tests (100 total) and found no significant relationship between recall scores and sales (Young, pp. 3–30). In the 70s, 80s, and 90s, validation efforts found no link between recall scores and actual sales (Adams & Blair Blair Blair & Kuse Blair & Rabuck Jones Jones & Blair MASB Mondello Stewart). Once this measure was adopted by Procter and Gamble, it became a research staple (Honomichl). The predominant copy testing measure of the 1950s and 1960s, Burke's Day-After Recall (DAR) was interpreted to measure an ad's ability to “break through” into the mind of the consumer and register a message from the brand in long-term memory (Honomichl). Types of copy testing measurements Recall
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