sentences:  Thus, the separate measures of attention and branding were born (Young, p. 12).In the 1970s and 1980s, after DAR was determined to be a poor predictor of sales, the research industry began to depend on a measure of persuasion as an accurate predictor of sales.This shift was led, in part, by researcher Horace Schwerin who pointed out, “the obvious truth is that a claim can be well remembered but completely unimportant to the prospective buyer of the product – the solution the marketer offers is addressed to the wrong need” (Honomichl).