1970s - Computers emerge as business tools, allowing researchers to conduct large-scale data manipulations. (Honomichl p. 175) Multiple studies prove DAR (Recall) scores do not predict sales. The measure, , also known as , is validated as a predictor of sales. The measure known as “breakthrough” is re-examined by researchers who make a distinction between the attention-getting power of the creative execution () and how well the ad is (). Herbert Krugman seeks to measure non-verbal measures biologically by tracking brain wave activities as respondents watch commercials. (Krugman) Others experiment with galvanic skin response, voice pitch analysis, and eye-tracking.