Does ad likability in copy testing predict the ad's campaign performance?

Authors

John R. Rossiter, University of WollongongFollow
Lars I. BergkvistFollow

RIS ID

11908

Publication Details

Bergkvist, L. I. & Rossiter, J. R. (2005). Does ad likability in copy testing predict the ad's campaign performance?. In C. La Ferle (Eds.), Proceedings of the 2005 Conference of the American Academy of Advertising (pp. 1-11). USA: American Academy of Advertising.

Abstract

Ad likability is for many advertisers the primary measure stressed in a copy test to determine whether the ad is approved for use in a campaign. The present study uniquely employs individual-level consumer data from a copy test of four ads covering low and high involvement and informational and transformational products, runs the ads in a simulated campaign, and then remeasures the brand communication effects of the ads. For all four ads, ad likability significantly predicted brand communication effects in the copy test but not after the campaign.

Link to publisher version (URL)

Conference of the American Academy of Advertising