ter recall (DAR) approach. In DAR copy testing, the measure is the pro portion of the audience who actually viewed a show in which a commercial appeared who are able to recall something (almost anything) specific about the commercial. Average DAR is 24 percent, and one half of DARs fall in the 15 31 percent range. The reliability of DAR copy testing is quite low r = .30.
Persuasion copy testing provides a measure of attitude shift (AS). In this testing, brand preferences within a pre determined basket of goods are established for individuals in the test sample. The test sample is then exposed to a commer cial being tested, which is presented within a group of commer cials. Following this exposure, the individuals included in the test sample are asked to designate the brands which they would want in a free basket of goods (product content the same as that used in establishing pre exposure brand preferences). The pre post exposure AS measure has been demonstrated to 3correlate highly (r = .85) with advertising campaign success, and the reliability of the copy testing approach is also high (in a range of r = .81 to r = .88).
The purchase behavior criterion is similar to the persua sion criterion. Where the persuasion criterion measures a pre post exposure attitude shift, the purchase behavior criterion measures the extent to which those individuals exposed to an advertising message respond by actually purchasing the product advertised. In one version of this copy testing approach, post exposure purchase behavior is stimulated with discount coupons. The more meaningful approach, however, is the split cable testing approach, which permits the monitoring of the shopping behaviors of individuals included in a test sample for an extended period of time. Unfortunately, a major disadvan tage of the split cable testing approach is the extremely high cost of the service. Validity and reliability are exception ally high in p...