PT  - JOURNAL ARTICLE
AU  - Stone, Gerald
AU  - Besser, Donna
AU  - Lewis, Loran E
TI  - Recall, Liking, and Creativity in TV Commercials: A New Approach
AID  - 10.2501/JAR-40-3-7-18
DP  - 2000 May 01
TA  - Journal of Advertising Research
PG  - 7--18
VI  - 40
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/40/3/7.short
4100  - http://www.journalofadvertisingresearch.com/content/40/3/7.full
SO  - J Advert Res2000 May 01; 40
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.