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RESEARCH SYSTEMS CORPORATION ENTERS EUROPE THROUGH JOINT VENTURE WITH BRITISH RESEARCH FIRM

 RESEARCH SYSTEMS CORPORATION ENTERS EUROPE THROUGH JOINT VENTURE
 WITH BRITISH RESEARCH FIRM
 /ADVANCE/ EVANSVILLE, Ind., Dec. 16 /PRNewswire/ -- Research Systems Corporation (RSC), the nation's leading firm in the specialized field of testing the sales effectiveness of TV commercials, has made its first entry into Europe through a joint venture with the British market research firm of Scantel Ltd. The new Manchester-based company has been named Research Systems Corporation (UK) Ltd.
 Announcement of the agreement was made by RSC President Meg Blair, who emphasized its importance as a first step in RSC's plan to expand throughout Europe.
 "This move into the UK follows our recent entry into Mexico and, just before that, into Canada," said Ms. Blair. "Our international expansion continues to be client-driven, a direct result of demand by our blue-chip clients that we be available to test their TV commercials abroad as well as in the U.S."
 U.S. advertisers, she said, are now embracing the "one world" concept of
advertising -- that what sells in one country may sell in many places. The result is that the same validated RSC ARS Persuasion (R) methodology now used in North America and Latin America can be used in Europe and the rest of the world.
 Scantel has a client list of leading British and international companies. Its principals are Bill and Tricia Dunning and Denis Charlesworth. Dunning founded Scantel in 1973 after a career as an executive with several UK market research firms.
 RSC's bellwether service is its ARS system, in which each TV commercial is evaluated in a controlled laboratory-like environment for its effectiveness in influencing preference for one consumer brand over another. The ARS measure is also used to evaluate advertising selling propositions at their development phase with Firstep.
 Other RSC research services include Outlook, which predicts when buying media time is no longer productive because the persuasive power of the commercial is flagging, and CATS (Competitive Advertising Tracking System) which provides tracking of competitors' ARS Persuasion scores.
 RSC was established in 1974 and works for over half the largest consumer product advertisers in the U.S.
 -0- 12/16/91
 /CONTACT: T.M. Hopkinson & Co., 212-682-6046, for Research Systems Corporation/ CO: Research Systems Corporation; Scantel Ltd. ST: Indiana IN: ADV SU: JVN


KD-KW -- NY049 -- 2534 12/16/91 12:55 EST
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Date:Dec 16, 1991
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