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Advertising likability and advertising effectiveness

Problem:

What are advertising liking, advertising likability and advertising effectiveness? Critically analyse the statement "Advertising has to be liked to be successful advertising" by giving some international examples. At least 15 ACADEMIC references (from journal, research or books, not from the internet) should be provided. No plagiarism, about 2,000 to 2,500 words are required.

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Marketing Management: Advertising likability and advertising effectiveness

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