If likeable ads work best, what's likeability?

Erik du Plessis

This article, from a substantial body of South African data (since 1984), confirms U.S. evidence (from the ARF and others) of the importance of `likeability' - that ads which people like tend to be more effective.

Likeable ads work best, but what is `likeability'?

Sharp new light on advertising communication styles

Erik du Plessis

US studies report what many have long suspected, but remains hotly contested the ads that people like tend to be more effective. This paper first describes a substantial body of South African data, begun as early as 1984, confirming the importance of `likeability'. It also notes some false assumptions, eg that likeability simply means entertainment, or humour. To better grasp what consumers mean when they report `liking' an ad, the author describes other recent US thinking, and his company's own response...

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