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Why Liking Matters
Are likable TV commercials more effective? Previous research shows liking can work in more than one way to influence viewer response, and some studies suggest that liking may be a valid indicator of relative sales performance. Analysis of a major copy testing database demonstrates that liking is moderately but significantly correlated with other, validated measures of effectiveness. Used in conjunction with other appropriate measures, liking measures add substantial value to the assessment and optimization of advertising effectiveness.
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