Research in likable ads
The role of ad likability in predicting an ad's campaign performance.(Table)(Report)
Journal of Advertising| June 22, 2008 | Bergkvist, Lars; Rossiter, John R.
Bergkvist et al said "Ad likability, which measures how much the consumer likes or dislikes the ad, has emerged as one of the most important copy-test measures that advertisers use to decide whether to approve the ad for a campaign"
Advertisers in India give importance to create likeable ads. in my opinion, academiciams and students who are into advertising show less interest in testing the likeability items. like customized marketing efforts Ads can also be customized as per the needs of the audience. The first step in AIDA model indication the importance of getting the attention of the audience. Once they are attrated audience, the task of converting them into Customer will become easy. What do they like really is the vital question here?
Audience to a movie don't say to the movie directors about their likings and dislikings. Once the movie is released then they come to know the response of the audience. Some successful directors who understand the pulse of the audience like Maniratnam and RGV also fail in the process. In case of advertising it doesnot stop only with the first step of getting attention, it has to sell the products. What major role does a likable ad plays in selling the product? and what type of ads are liked? are the two questions to be researched.
Journal of Advertising| June 22, 2008 | Bergkvist, Lars; Rossiter, John R.
Bergkvist et al said "Ad likability, which measures how much the consumer likes or dislikes the ad, has emerged as one of the most important copy-test measures that advertisers use to decide whether to approve the ad for a campaign"
Advertisers in India give importance to create likeable ads. in my opinion, academiciams and students who are into advertising show less interest in testing the likeability items. like customized marketing efforts Ads can also be customized as per the needs of the audience. The first step in AIDA model indication the importance of getting the attention of the audience. Once they are attrated audience, the task of converting them into Customer will become easy. What do they like really is the vital question here?
Audience to a movie don't say to the movie directors about their likings and dislikings. Once the movie is released then they come to know the response of the audience. Some successful directors who understand the pulse of the audience like Maniratnam and RGV also fail in the process. In case of advertising it doesnot stop only with the first step of getting attention, it has to sell the products. What major role does a likable ad plays in selling the product? and what type of ads are liked? are the two questions to be researched.
Comments
Post a Comment