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Why Liking Matters
Are likable TV commercials more effective? Previous research shows
liking can work in more than one way to influence viewer response, and some
studies suggest that liking may be a valid indicator of relative sales performance.
Analysis of a major copy testing database demonstrates that liking is moderately
but significantly correlated with other, validated measures of effectiveness.
Used in conjunction with other appropriate measures, liking measures add substantial
value to the assessment and optimization of advertising effectiveness.
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Look for more in our Lessons Learned section coming soon.