search query: @author Lewis, L. / total: 2
reference: 2 / 2
« previous | next »
| Author: | Stone, G. Besser, D. Lewis, L. |
| Title: | Recall, liking, and creativity in TV commercials: a new approach |
| Journal: | Journal of Advertising Research
2000 : MAY-JUN, VOL. 40:3, p. 7-18 |
| Index terms: | ADVERTISING RESEARCH ADVERTISING CREATIVITY |
| Language: | eng |
| Abstract: | Three advertising effectiveness dimensions were linked in a local random telephone survey asking respondents' most disliked or liked commercial. The survey included describing the commercials, brand preference, television vieweing hours, and demographics. Seniors in advertising judged the advertisement's creativity. Among many findings related to past research was the suggestion that people "carry a set" of liked and disliked commercials. The study's major contribution may be its novel way of identifying memorable advertisements and assessing creativity. |
« previous | next »
SCIMA