Convergent Findings Increase Our Understanding of How Advertising Works

Margaret Henderson Blair and Karl E Rosenberg

At an ARF workshop in 1991, Information Resources, Inc (IRD) presented findings from its 'How Advertising Works' study, drawing upon the largest longitudinal database ever assembled of purchase behavior in a controlled television-advertising environment.

Research systems corporation has found that many of IRI's findings converge with those obtained over the years using rsc's advertising database. Areas of convergence include copytesting validity, the role of advertising weight, and increased buying rates among brand users. These comparisons of IRI's BehaviorScan tests and rsc's ARS database have strengthened the empirical foundation for understanding how advertising works.