Previous research has indicated that liking can be useful in evaluative pretesting of television commercials. Studies have shown that liking influences viewer response to advertising in several ways, suggesting that this measure is a valid predictor of sales performance. An analysis of a large copytesting database shows that liking has a moderate but significant relationship with other accepted effectiveness measures used for evaluative pretesting. However, the analysis indicates that liking reflects a generally positive response that is triggered by different elements related to the commercial, consumer perceptions and existing attitudes toward the advertised brand. Nevertheless, the findings show that the combined use of liking and other measures adds significant value to the evaluation of advertising effectiveness.
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