Advertain To Attain?

Roderick White

Advertising has always been close to entertainment: through the original soap operas, a wide range of promotional stunts, product placement in films The list is a lengthy one, and expanding steadily, as games and rap artists, for example, join the party.

Advertising and liking

Then, back in 1991, the ARF Copy Research Validity project threw up the unexpected finding that the best of a range of diagnostics of future marketplace success for a TV commercial was 'liking'. Since then, likeability has featured in a number of pre-testing systems, and has been pretty well validated, especially by Erik Du Plessis [1].