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...