Recall, liking, and creativity in TV commercials: A new approach

Three advertising effectiveness dimensions were linked in a local random te lephone survey asking respondents' most disliked or liked commercial. The s urvey included describing the commercials, brand preference, television vie wing hours, and demographics. Seniors in advertising judged the advertiseme nt's creativity. Among many findings related to past research was the sugge stion that people "carry a set" of liked and disliked commercials. The stud y's major contribution may be its novel way of identifying memorable advert isements and assessing creativity.