Recall, Liking, and Creativity in TV Commercials: A New Approach
通过电话调查，将广告的回忆、喜爱和创意三个效果维度联系起来，提出人们心中有一组喜欢和讨厌的广告，并创新性地识别令人难忘的广告和评估创意。
<h3>ABSTRACT</h3> Three advertising effectiveness dimensions were linked in a local random telephone survey asking respondents9 most disliked or liked commercial. The survey included describing the commercials, brand preference, television viewing hours, and demographics. Seniors in advertising judged the advertisement9s creativity. Among many findings related to past research was the suggestion that people ‘carry a set’ of liked and disliked commercials. The study9s major contribution may be its novel way of identifying memorable advertisements and assessing creativity.