Commap ad likeability model
Erik Du Plessis
The exploding volume of commercial communication in the past decade has led to a decrease in the attention consumers give individual messages. In order to influence brand perceptions, a message has to break through four communication barriers.
As a result of communication overload, an ad's likeability has become an increasingly important condition for passing these hurdles.
Commap is a descriptive model of the factors which influence the liking of an advertisement. Based on the Millward Brown's Adtrack database in South Africa, it consists of three dimensions:
Entertainment vs. Familiarity:Entertainment leads to like-ability....