Effects of Advertising Likeability: A 10-Year Perspective (original) (raw)
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Recognising that ad likeability (L A ) is an important measure of advertising effectiveness, this paper relates to the question of how it is that liked ads result in more sales than less liked ads. Two specific hypotheses have been generated to explain how L A could operate: an attitude change effect, and an attention/salience effect. We present a preliminary empirical study that investigates whether likeability and attention are correlated. The results show very high correlations between L A and ad attention at both the individual and aggregate levels. The study provides some initial support for the salience theory's explanation of the likeability -sales generalisation.
Identifying likeable attributes: a qualitative study of television advertisements in Asia
Qualitative Market Research: An International Journal, 2006
Purpose -Numerous studies investigate what contributes to advertising likeability; however, these are often based on quantitative research undertaken in western countries. This paper aims to report the findings of a cross-cultural qualitative study undertaken across five Asian cities (Hong Kong, Shanghai, Jakarta, Bangkok and Mumbai) to discuss Asian consumers' attitudes towards television commercials in their respective country/city. Design/methodology/approach -The data was gathered from two focus group interviews (1 male and 1 female) conducted in each city. Each group comprised of eight people and the interview lasted between 40 and 60 minutes. In each focus group several of the most liked locally produced television commercials were presented to the participants and the discussion that followed centered around visual images that they most liked. Findings -The results found differences in the likeable attributes between the five cities. These variations can be attributed to the differences in local culture, and to a lesser degree, other market-related factors like attitudes towards advertising in general, cultural outlook and perspective, consumer confidence and hours of watching television per week. Originality/value -This study uses informant driven data, rather than researcher driven, to identify cross-cultural differences in the concept of advertising likeability. Further, it suggests that qualitative research can provide valuable results for international marketers and those who would like a better understanding of new markets, as long as they analyse the results keeping in mind the cultural context of the country, such as traditions, customs, values and religions.
How Ad Liking (LA) Relates to Branding & the Implications for Advertising Testing
In this paper we identify a positive aggregate association between ad likeability and brand linkage, using data from an advertising tracking system from a residential service industry. That is, ads that are likeable tend to have higher rates of brand identification than ads that are less liked. However, individual ads can display the opposite relationship (ie people who like them are more likely to incorrectly brand them and visa versa). We name these dysfunctional ads and present a means of distinguishing them. Such ads need to be identified, as they will not be working for the advertiser, yet their existence may go unnoticed unless one knows to look for them. This paper is important as a demonstration of the differences in aggregate and individual level analysis. It highlights the importance of recognising the level of analysis that one is conducting and also the value of conducting analysis at different levels when looking to understand patterns in data. The results also re-enforce that it is not sufficient to measure ad likeability in isolation and that a branding measure is clearly required at a minimum.
Relationship between ad elements, recall and likeability in short Youtube ads
2019
In this study, the relationship between ad elements, ad recall and likeability was investigated. Six short video advertisements were shown to 35 participants and their eyemovement and emotional reaction to the ads were measured. Ad recall and likeability were assessed with a questionnaire. Ad elements (brand, product, endorsers) were marked as dynamic AOIs. The results showed that using a brand, product or endorser element in short ads does not significantly result in higher recall or likeability. The only significantly important result related to prior exposure to ads is that when ads were new to participants, brand and product elements were looked more often and for longer.
Effects of Likeability Dynamics on Consumers' Intention to Share Online Video Advertisements
Journal of Interactive Marketing, 2016
Understanding how consumer evaluations of online advertisements affect their intention to share advertising content online is essential for successful viral advertising. This article examines consumer decisions whether or not to share video advertisements, in particular the role of their moment-to-moment likeability of the online ad. The study uses a theoretical memory-based framework of temporal sequence effects and unique data for 120 advertisements and more than 43,000 consumer evaluations. The authors find that high likeability at the beginning and the end of a video advertisement is important, though consistent with the memory-based framework, the ending effect is greater. A linear trend in likeability does not influence viral potential, but variance in likeability evaluations (the rollercoaster effect) has positive effects on an advertisement's virality. The moment-to-moment effects are mediated by the overall liking for an online video advertisement. Interestingly, the beginning, end and peak effects influence the viral potential even after controlling for the overall liking. The difference of the peak moment becomes important only when controlling for the overall liking, whereas the direct peak and the rollercoaster effects are suppressed by the overall liking.