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Research papers

Understanding and using likeability

This paper presents the results flowing from a large database (100 television commercials) developed over a 10 year period. The database measures the in-market awareness and likeability of all television commercials in South Africa, within two to...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994
Author: Erik Du Plessis
May 1, 1994
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Citation

Du Plessis, E. (1994a, May 01). Understanding and using likeability. ANA - ESOMAR. Retrieved May 30, 2024, from


https://ana.esomar.org/documents/understanding-and-using-likeability