Does ad likability in copy testing predict the ad's campaign performance?
John R. Rossiter, Lars Bergkvist · Research Online (University of Wollongong) · 2005
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.