Abstract
While the strength of direct response advertising lies in its accountability, trends in the direct marketing industry indicate other effectiveness measures, to complement sales, are needed for enhancing long-term customer relationships. Two such effectiveness measures are ad likability and feeling toward direct response products/services. Thirty randomly selected direct response print ads were evaluated by 146 respondents yielding 730 ad evaluations regarding perceptions that impact ad likability and feeling toward direct response products/services. A factor analysis of 27 content scales resulted in 5 ad content categories. The 5 content categories were used to examine their impact on feelings and likability of direct response advertisements.
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