Observations: The Long and Short of Persuasive Advertising
本文分析了ARS数据库，发现长期成功源于坚持一致的说服策略，而非依赖短期“新消息”和理性诉求。
Recently, it has been suggested that the use of preference-shift copytesting measures may cause advertisers to become obsessed with short-term share gains at the expense of building long-term equity. This objection is based on the theory that persuasiveness testing is overly biased toward “new news” and rational claims.However, an analysis of the ARS database yields support for the hypothesis that long-term success is the result of adherence to a consistent persuasive strategy over time. Empirical evidence does not support the idea that routine use of “new news” and rational claims as communication strategies is necessary to achieve high ARS Persuasion scores.