Ad effectiveness: liking - or interest

Following Alex Biel's demonstration from U.S. material (Admap, September 1990) that there are important links between liking of an ad and its probable effectiveness, the author reports on similar findings from data gathered by NIPO, the leading Dutch advertising research agency, over several years.

Like the ad... but does it interest me?

Jan Stapel

A likeable ad may be more effective, but interest seems to be an even more important indicator, according to a substantial body of Dutch evidence.

In ADMAP of September 1990 Alexander Biel showed how likeability of advertising contributes to its effectiveness in terms of brand preference. Post testing of ads and commercials in Holland has proved that too.

As the ARF and other studies have shown, liking an advertisement is in the nature of a summation of numerous factors. It is also a dimension that we have been registering...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands