Abstract:

The aim of this study is to identify the variables of ad likeability of commercials, and to find out the impact of each variable on ad likeability through a model. The research was carried out with 300 participants from different age groups who had watched the “Turkey’s Largest Social Network” TV commercial of brand Tadım. The impact of the variables such as demographic data, personality traits, attitude toward ad, attitude toward brand and creative strategies in the model developed in the context of the research on the ad likeability were tested through hierarchical regression analysis. It was concluded that only the variables of attitude toward ad and creative strategy were statistically meaningful in explaining ad likeability. This study, which has examined the variables determining the ad likeability through a model, is thought to be a pioneering study to make a significant contribution to the researches carried out by academicians and marketing practitioners in the field.

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