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EMPIRICAL EVIDENCE SHOWS COPY CAN BE TESTED FOR SALES PERSUASIVENESS, RSC EXECUTIVE TELLS ARF SESSION

EMPIRICAL EVIDENCE SHOWS COPY CAN BE TESTED FOR SALES PERSUASIVENESS,
 RSC EXECUTIVE TELLS ARF SESSION
 NEW YORK, March 23 /PRNewswire/ -- A large body of evidence gathered over 28 years proves convincingly that TV commercials can be tested at an early stage of development to predict eventual sales outcomes, Karl E. Rosenberg, executive vice president of Research Systems Corporation ("RSC"), told a special session of the Advertising Research Foundation Copy Research Council here today. RSC is a leading company in the specialized field of testing the sales effectiveness of TV commercials.
 Using data from several studies done by RSC, Information Resources Incorporated ("IRI") (a national market research firm) and others, Rosenberg said that "the full body of evidence says that we already have the most critical tool in the advertising success process: a copy test -- RSC's Advertising Research System (ARS) in which a TV commercial is tested in a controlled laboratory environment for its effectiveness in influencing preference for one consumer brand over another." This test, he said will increase the odds of success from the current 50/50 to 90/10 -- a test that will separate the winning commercials from the losers.
 Rosenberg pointed to the convergence of independent RSC and IRI studies over the years -- all confirming the fact that both have been measuring the ability of advertising to sell product. IRI's BehaviorScan measures brand choice over an extended period of time, while RSC's ARS measures brand choice by compressing time in a laboratory experiment.
 These important research findings confirmed by RSC, IRI and other studies were cited by Rosenberg:
 -- PERSUASIVE COPY PROVIDES THE SELLING POWER. In highly controlled IRI split cable experiments done in the 1980s it was the copy quality or persuasion component that provided the only understanding as to why some split-cable weight tests worked and others did not. The "no-difference" tests used ads with lower ARS Persuasion power and the successful tests employed ads with higher persuasiveness.
 -- WEIGHT ALONE IS NOT ENOUGH. IRI confirmed that there is "no apparent relationship between the size of the weight increase (applied to a commercial) and sales success." All RSC ARS studies have led to this same conclusion.
 -0- 3/23/92
 /CONTACT: T.M. Hopkinson & Co., 212-682-6046, for RSC/ CO: Research Systems Corporation ST: New York, Indiana IN: ADV SU: ECO


GK -- NY040 -- 0649 03/23/92 14:30 EST
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Publication:PR Newswire
Date:Mar 23, 1992
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