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Frank StantonFrank Stanton
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Session:         Page of 755

test them the same way on that. And that was the crude way that I worked on the eye versus ear thing. And that I did almost immediately following that work on legibility of type and surface of paper. And I had used classroom subjects for that, so I just jumped over and did this eye versus ear stuff.

Q:

And if there's a simple way to do it, so that I can understand it, what were the results? Did it prove that --

Stanton:

The ear was better than the eye.

Q:

The ear was better than the eye. Markedly better?

Stanton:

What?

Q:

Markedly better? Dramatically better?

Stanton:

No, not dramatically better. And if I were on the other side of the argument, I would say, I don't know how you can equate a piece of copy that you hear with a piece of copy you read. I used the same copy that I presented aurally as against the copy I presented visually. And no sensible person would -- or who knew anything about research -- would agree that that's the way to do it. Nobody else had any better ideas at that time, but today you wouldn't go that direction. It's very complicated today because of the graphics and everything else in commercials would be tough to do.

The only test, though, in the end, is what happens with behavior. And that took me in





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