Love the Ad. Buy the product?
Why liking the advertising and preferring the brand aren't such strange bedfellows after all
Alexander L Biel
Leading edge stuff: a corpus of quantified US data confirms that, and seems to explain why, the ads people like sell brands best. Formal work by The Centre for Research & Development, in California, has now been corroborated and extended by the US Advertising Research Foundation, with implications that will reverberate round the world agency business.
CRD's Alex Biel explains how his organisation explored the 'enjoyment element' by factor analysis, and homes in on those dimensions...