Question

What are the principal dimensions of likeability as a measure of advertising effectiveness? 

   What are the principal dimensions of likeability as a measure of advertising effectiveness?
Marketing Communications: Brands, Experiences And Participation
Marketing Communications: Brands, Experiences And Participation
Chris Fill 6th Edition
Chapter 9, Problem 4 ↓

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Likeability refers to the degree to which an advertisement is perceived as enjoyable, relatable, and appealing to the target audience.  Show more…

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