search query: @indexterm market research / total: 2057
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| Author: | Keck, G. Mueller, B. |
| Title: | A brief observation about likability and interestingness of advertising |
| Journal: | Journal of Advertising Research
1994 : MAR-APR, VOL. 34:2, p. 79-80 |
| Index terms: | ADVERTISING INFORMATION MARKET RESEARCH |
| Language: | eng |
| Abstract: | "Likability" is a major ad quality to be achieved. Whether TV commercials and print ads are being liked or found to be irritating has for many years been a standard registration in the NIPO post-tests. The interesting ads score considerably higher in persuasion. In nine out of ten cases, likability was a prerequisite for interest, although the degree of interestingness as a proportion of being liked varies. Registering both liking and the degree of interest in both pre- and post-testing produces highly useful indicators concerning the creative efforts. |
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