Commap ad likeability model

Erik du Plessis

The expanding volume of commercial communications in the past decade has led to a decrease in the attention consumers give to individual messages.

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:

  1. Entertainment vs. Familiarity:Entertainment leads to like-ability....

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