Love the ad. Buy the product? Why liking the advertising and preferring the brand aren't such strange bedfellows after all

Alexander L Biel

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 Study, that advertising which people find `likeable' tends to sell best.

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...

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