Campaign effectiveness : Likeability

 

This paper is born out of frustration at outdated models of thinking that are alive and well today instead of being dead and buried (and a source of amusement). The marketing community obstinately cli ...

Erik du Plessis, CEO of Millward Brown South Aftrica, believes that new brain-scanning techniques and new thinking on emotion are revolutionising advertising practices. Using the theories of the neuro ...

In this introduction to Admap’s focus on advertainment, Roderick White looks at the role and value of advertising as (and in) entertainment, and how advertisers are looking beyond traditional media ad ...

This benchmarking study examines Chinese children’s perceived truthfulness of and liking for television advertising in three Chinese cities with different developmental levels of advertising. An in-pe ...

In 2002, in collaboration with MarketResponse Netherlands, Ster devised a new method for the measurement of the processing of television ads by audiences. This paper will describe how this method was ...

This is a best practice piece on the use of humour in advertising. It explains that humour may be cognitive, affective or both. The reasons for using humour and its drawbacks are discussed. The accep ...

This article suggests that increases in the liking of products are mediated by an individual's implicit memory. Cognitive science has discovered that memory is basically structured in three componen ...

This paper shows that product category is an important moderator of the relationship between commercial liking and memory. In this multi-year survey of responses to commercials shown on the Super Bowl ...

Neurological science shows that rational and emotional processing (e.g. of advertising messages) are not alternatives or in a sequential hierarchy of effects, but simultaneous, integrated and reflexiv ...

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time. First published in 1964, Well ...

Describes a proposed exploratory research project to study emotional, feeling and highly rational reactions to visual stimuli and how they work together. It is hypothesised that it is possible to dist ...

Three advertising effectiveness dimensions were linked in a local random telephone survey asking respondents' most disliked or liked commercial. The survey included describing the commercials, brand p ...

There have been many papers written that examine how tracking measures are interpreted, but few about how well the measures themselves work. This paper examines the traditional approach to tracking to ...

This paper reports on a small experiment set in a wider theoretical context of how advertising works. A model of the cognitive, affective, and memory effects of advertising is drawn from the neuroscie ...

Increasing use of TV planning optimisers focuses more attention on the qualitative aspects of TV planning, already assuming greater importance because of a) TV fragmentation, b) increasing costs and c ...

Argues that advertising practitioners and researchers have failed to exploit academic findings which could be very valuable, for advertising testing and evaluation and for media scheduling. Two partic ...

More and more research is suggesting that 'likeability' matters. What does 'liking' mean and how does it translate into increased sales?

Argues for the importance of measuring `likeability' of commercials as evidence of effectiveness. Illustrated with data from Impact Information, the author's South African tracking company, and descri ...

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, th ...

Are likable TV commercials more effective? Is liking a useful measure for evaluative pretesting? Previous research shows liking can work in more than one way to influence viewer response, and some s ...

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

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'. In most cases, liking appears to be a pr ...

Base on published summaries of the findings drawn from over 30 major research studies, many of which are still on-going, this book is not a theory book on advertising effectiveness, although the autho ...

Following Alex Biel's demonstration from US material (Admap, September 1990) that there are important links between liking of an ad and its probable effectiveness, the author reports on similar findin ...

This article describes the findings of two ground-breaking studies by the WPP Group's Center for Research & Development, later supported by the Advertising Research Foundation's Copy Research Validity ...

'Does Millicent like the advertising?' The divergence between theory and practice in advertising evaluation is now so substantial that it is difficult to conceive that the two stem from a common under ...

Online continuous likability measurement copy testing can be use to evaluate specific ad moments, enabling advertisers to gauge the effectiveness of presentation variations. This paper looks at recent ...

Emphasises the importance of cooperation between advertising researchers and academics. Notes that frequency of exposure, and ad likeability, have been recent key issues in ad research but that academ ...