sentences:  As with DAR, it was Procter and Gamble's acceptance of the ARS Persuasion measure (also known as brand preference) that made it an industry standard.Recall scores were still provided in copy testing reports with the understanding that persuasion was the measure that mattered (Honomichl).Harold Ross of Mapes & Ross found that persuasion was a better predictor of sales than recall (Ross), and the predictive validity of ARS Persuasion to sales has been reported in several refereed publications (Adams & Blair; Jones & Blair; MASB; Mondello ).