Some advertisers do not understand likeability, believing it equates with humour or entertainment and seeing it as the opposite of informative ads. Some even see likeability as being the opposite of relevance. However, likeability underlies all of this. What is humorous, entertaining, informative or inspirational to an individual can only be judged relevant to that individual. Likeability is cultural bound because it is relevance bound.
Relevance varies by age group, language, cultural group, etc.
The implications for marketing in a youth context are obvious. Promotional material must be creative, relevant, humorous, entertaining, informative, inspirational, empathetic and clear. Duffy Robbins says, The best promotion in the world won t do any good if the event stinks. We need to make sure that the product lives up to the packaging. Nothing succeeds like success.