Like it or not, liking is not enough

Nigel Hollis

This article aims to replicate the objective of the ARF's Validity Project, seeking to identify a set of copy-test measures that are predictive of sales effects, particularly for established brands.

Like It Or Not, Liking Is Not Enough

Nigel Hollis

I find it strange that someone from Millward Brown should be writing an article with this title. However, there can be little doubt that there is a need to put the role of 'liking' in perspective. Millward Brown has long championed the role of liking (in the form of enjoyability) as a component of successful advertising, so even since the ARF's much-discussed Validity Project findings were announced (Haley, 1990), the role of liking has come under the microscope as never before, and several articles have been published seeking...

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