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Research papers

Likeability, liking is not enough

The purpose of this paper is to take stock of a very good friend of Market Researcher: Likeability.We are reviewing why it is our best friend through easiness and reliability, but also where we should be very careful if we do not want to be fooled....

Catalogue: Fragrance 2007
Authors: Agnès Fournier, Nathalie Yvert-Blanchet
November 14, 2007

Research papers

Effective radio advertising

Despite the growing importance of radio as an advertising medium in The Netherlands, there is very little research available on the impact of radio advertising and how to influence it. We designed an experimental survey to learn how to influence the...

Catalogue: 2nd Radio Research Symposium
Author: Swantje Brennecke
June 15, 1997

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