Like It or Not, Liking Is Not Enough
本文复制ARF效度项目目标，寻找预测销售效果的广告测试指标，发现品牌关联电视广告意识是良好预测因子，并引入消费者广告参与度新指标，对比说服力与沟通效率的作用。
This article aims to replicate the objective of the ARF’s Validity Project, seeking to identify a set of copy-test measures that are predictive of sales effects, particularly for established brands. Working back from short-term sales effects identified by sales modeling, it shows that, when accessed and treated in the right way, brand-linked TV ad awareness is a good predictor of sales response. The potential of an individual commercial to increase TV ad awareness can in turn be predicted from a combination of copy-test questions, including a surrogate for liking—that of enjoyability. However, the paper demonstrates that a new measure of consumers’ involvement with advertising is also important in predicting whether or not advertising messages and associations will pass into peoples’ memory. Finally, the paper contrasts the role of persuasion, as a measure of the power of the message, with that of communication efficiency, and demonstrates that they can both be important facets of successful advertising.