search query: @author Fox, R. / total: 5
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| Author: | Laskey, H. Fox, R. Crask, M. |
| Title: | Investigating the impact of executional style on television commercial effectiveness |
| Journal: | Journal of Advertising Research
1994 : NOV/DEC, VOL. 34:6, p. 9-16 |
| Index terms: | STYLES TELEVISION RECEIVERS INDUSTRY EFFECTIVENESS |
| Language: | eng |
| Abstract: | This paper reports the results of a study examining the relationship between executional style (how a message is communicated) and television commercial effectiveness. Over 1,100 television commercials have been tested for recall, key message comprehension, and persuasiveness by a commercial copy-testing system were coded into executional style and product categories. Results revealed that executional style does impact commercial effectiveness, but effective styles tend to differ by product category. |
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