Recall, Liking and Creativity in TV Commercials: A New Approach

Gerald Stone, Donna Besser and Loran E. Lewis

Three advertising effectiveness dimensions were linked in a local random telephone survey asking respondents' most disliked or liked commercial.

Recall, Liking, and Creativity in TV Commercials: A New Approach

Gerald Stone

Donna BesserandLoran E Lewis

INTRODUCTION

This study focuses on three aspects that should be at the center of investigation about advertising: (1) its memorability or recall, (2) the relationship between recall and likeability, and (3) whether recall and likeability are linked with an advertisement’s creativity.

The connection between creativity, likeability, and recall would seem to be the essence of what advertising is all about: creating likable and memorable commercials as a prelude to selling products and services. There is a wealth of research on these essential...

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