search query: @author Hollis, N. / total: 5
reference: 4 / 5
| Author: | Hollis, N. |
| Title: | Like it or not, liking is not enough |
| Journal: | Journal of Advertising Research
1995 : SEP-OCT, VOL. 35:5, p. 7-18 |
| Index terms: | ADVERTISING RESEARCH TELEVISION ADVERTISING FORECASTING |
| Language: | eng |
| Abstract: | This article aims to replicate the objective of the ARF's Validity Project, seeking to identify a set of copy-test measures that are predictive of sales effects, particularly for established brands. working back from short-term sales effects identified by sales modeling, it shows that, when accessed and treated in the right way, brand-linked ad awareness is a good predictor of sales response. The potential of an individual commercial to increase TV ad awareness can in turn be predicted from a combination of copy-test questions, including a surrogate for liking - that of enjoyability. |
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