Ad likeability

The purpose of this study is to examine ad likeability in detail in order to close the gap in literature and also to indicate the ad likeability which has been affected by variables with a model. The study was designed with both qualitative and quantitative research methods. Focus group as one of the qualitative analysis methods was applied and two interviews were made with the people classified based on their ages and education. 300 subjects in different age groups residing in Antalya, Kepez watched the brand of Tadım's ad 'The Biggest Social Network of Turkey' and were responded the questionnaire. The qualitative data acquired from the study indicated that focus group's participants answered the question about what made them watch the ad as such: the ad is new, sincere, true to life, creative in terms of strategy applications, and informative. Also the participants described the ad with such words as true, honest, warmth, informative, not blathering, educational, intriguing, esthetic, emotional, not exaggerating, different, qualified, confidential, not disappointing, effective, and not bothering. The effect of the variables of demographic data, personality traits, ad attitude, brand attitude, and creative strategies in the developed model of the study on likeability was analyzed with hierarchical regression. It was concluded that only the variables of ad attitude and creative strategy were statistically meaningful in explaining likeability. This study is examined ad likeability which is being variables in detail with a model has acted as a pioneer in the field which studies as a academicians and a marketer. Keywords: Ad likeability, Qualitative method, Focus group, Quantitative method, Hierarchical regression.