BRC uses a battery of diagnostic measures to see if those who have been reached by advertising (as shown by recognizing it and remembering who it was for) have actually been affected by that advertising.  Diagnostics are also used to show why commercials perform as they do. They have been a featured part of  BRC testing for decades.  A major eight-year industry-wide study by the Advertising Research Foundation published in 1991 showed  likability and diagnostics were the most valid of all predictors of advertising's  effect on sales. They proved substantially better than recall, persuasion, feedback of main points, and a host of alternative measures.

• Likability  was shown by the ARF study to be the best of all diagnostic measures.  BRC, a longtime user of likability, is proud to have played a role in uncovering the true importance of this key measure, as  described in the page on History.

• ARM:  The results from all these measures are summarized in color on  BRC’s Advertising Response Model (ARM) that is included in virtually every report produced by  BRC.  A visit to the ARM page will also show  BRC diagnostics are unique in that they have been developed from over 30 years of post testing the performance of ads and  commercials under on-air, real world conditions. They are not averages of scores obtained under the artificial conditions of pretesting.

• Documentation:  Details have been published and subjected to extensive peer review, starting in 1981 with the first of a series of articles Don Bruzzone co-authored with Dave Aaker of U C Berkeley, author of the  best selling books on Brand Equity. There was also a watershed article in 1990 on what likability really means by David Ogilvy’s head researcher, Alex Biel.  He included a description of the strengths of the standard BRC approach  to explain why he chose it for this landmark study. Articles about BRC have continued down through the years as realization has grown that there is more to effective advertising than shrewd selection of, and bargaining with media.   Tracking studies are becoming recognized as essential to the effective management of advertising.  A full bibliography on the technique will be found by clicking on the following:  "Talks and Articles."

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