The importance of likeability as a measure of television advertising effectiveness

Phil Leather, Sally McKechnie and Manon Amirkhanian

Although much recent research argues for the importance of likeability both as a determinant of advertising effectiveness and as a diagnostic tool to guide the production of television commercials, this work is heavily based upon U.S.

The importance of likeability as a measure of advertising effectiveness

Phil Leather, Sally McKechnie and Manon Amirkhanian

Although much recent research argues for the importance of likeability both as a determinant of advertising effectiveness and as a diagnostic tool to guide the production of television commercials, this work is heavily based upon US samples. The present study seeks to identify the constituents of likeability within a British context and to examine the relationship between likeability, its constituents and evaluations of advertising effectiveness and intention to purchase. The study focused upon FMCG commercials aimed at 16-24-year-olds. The...

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