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| Author: | Laskey, H. Fox, R. Crask, M. |
| Title: | The relationship between advertising message strategy and television commercial effectiveness |
| Journal: | Journal of Advertising Research
1995 : MAR/APR, VOL. 35:2, p. 31-40 |
| Index terms: | ADVERTISING STRATEGY TELEVISION RECEIVERS INDUSTRY |
| Language: | eng |
| Abstract: | The relationship between message strategy (what is communicated in a commercial) and commercial effectiveness is explored in this paper. Over 1,100 commercials for whicheffectiveness measures were available were coded into unique message strategy and product categories. The impact of various message strategies on effectiveness measures were available were coded into unique message strategy and product categories. |
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