urchase behavior copy testing in either the coupon stimulation approach or the split cable manifestation.
Four alternative copy testing services are considered. These alternative services are those offered by (1) Burke Mar keting Research, (2) Mapes & Ross, (3) ASI Market Research, Inc., and (4) Tele Research, Inc.
The Burke Marketing Research copy test service is based on the recall criterion. It employs the DAR approach to the mea surement of recall. The most significant advantage of the Burke Marketing DAR copy testing service is that it provides the commerical exposure in a natural and realistic home set 4ting. The cost of the test approximates $4,600. There are, however, two significant disadvantages to DAR copy testing. First, reliability is low R= .30. Second, DAR measures recall of the commercial only, and does not provide any measure of post exposure attitude shift or purchase behavior.
The Mapes & Ross copy test service is based on the persua sion criter
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