Likeability

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.