Observations: A Brief Observation about Likability and Interestingness of Advertising

Jan Stapel

Compares `ad liking' and `ad found interesting' in advertising post-tests conducted by NIPO. Ads are `liked' by about twice as many as find them `interesting'.

Observations: A Brief Observation about Likability and Interestingness of Advertising

Jan Stapel Netherlands Institute of Public Opinion (NIPO)

'Likability' is a major ad quality to be achieved. Whether TV commercials and print ads are being liked or found to be irritating has for many years been a standard registration in the NIPO post-tests (similar to the procedures of Gallup & Robinson and of Mapes & Ross in the United States). The average results of several thousand surveys of viewers and readers show that 'I liked this ad' is told to our interviewers over two and a half times as...

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