RT Journal Article
SR Electronic
T1 Recall, Liking, and Creativity in TV Commercials: A New Approach
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 7
OP 18
DO 10.2501/JAR-40-3-7-18
VO 40
IS 3
A1 Gerald Stone
A1 Donna Besser
A1 Loran E Lewis
YR 2000
UL http://www.journalofadvertisingresearch.com/content/40/3/7.abstract
AB Three advertising effectiveness dimensions were linked in a local random telephone survey asking respondents' most disliked or liked commercial. The survey included describing the commercials, brand preference, television viewing hours, and demographics. Seniors in advertising judged the advertisement's creativity. Among many findings related to past research was the suggestion that people ‘carry a set’ of liked and disliked commercials. The study's major contribution may be its novel way of identifying memorable advertisements and assessing creativity.