A company recently decided to change its long-standing advertising campaign. Two alternative advertisements were developed and tested, with the one producing the highest DAR score being used. Sales were extremely disappointing in response to this new campaign. So it was replaced with the other alternative that produced lower DAR scores. Sales improved dramatically. Why might the ad that produced superior recall scores yielded inferior sales results?

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The Answer of A company recently decided to change its long-standing advertising campaign. Two alternative advertisements were developed and tested, with the one producing the highest DAR score being used. Sales were extremely disappointing in response to this new campaign. So it was replaced with the other alternative that produced lower DAR scores. Sales improved dramatically. Why might the ad that produced superior recall scores yielded inferior sales results?

A Company Recently Decided to Change Its Long-Standing Advertising Campaign