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In the apparently neverending quest for cut-through in advertising, there is always a risk that the ads with the greatest cut-through are those that people do not like. It is well-recognised that there is a link between liking an ad and liking a brand, as well as a link between short-term positive ad effects and liking. Advertisers who produce ads that are not liked, but have cut-through or greater memorability, are hoping that over time their ads produce familiarity with a brand, and familiarity may lead to liking the brand. This has been termed the familiarity-based sleeper effect.
Support for the sleeper effect is equivocal, and a recent laboratory study casts …
