Recall, Liking, and Creativity in TV Commercials: A New Approach

Abstract

ABSTRACT Three advertising effectiveness dimensions were linked in a local random telephone survey asking respondents9 most disliked or liked commercial. The survey included describing the commercials, brand preference, television viewing hours, and demographics. Seniors in advertising judged the advertisement9s creativity. Among many findings related to past research was the suggestion that people ‘carry a set’ of liked and disliked commercials. The study9s major contribution may be its novel way of identifying memorable advertisements and assessing creativity.