Likeability
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Likeability is the extent to which individuals like an advertisement. It is used as a predictor of sales and measures the degree of how meaningful, how relevant and how interesting an individual finds an ad.
Definitions
According to the Marketing Communications by Fill (5th edition),
- Likeability. The extent to which individuals like an advertisement. It is used as a predictor of sales and measures the degree of how meaningful, how relevant and how interesting an individual finds an ad.
