Television Advertising That Works: An Analysis of Commercials from Effective Campaigns

Television Advertising That Works: An Analysis of Commercials from Effective Campaigns

by Stephen W. Marshall, Marilyn Sue Roberts
     
 

The research contained in this book contributes to the theoretical and practical knowledge of message strategies and the executional devices used in U.S. television advertising. Using rigorous content analysis, the authors investigated characteristics of commercials from among EFFIE Award winners of 1999 through 2004-advertising originating from "effective" campaigns.… See more details below

Overview

The research contained in this book contributes to the theoretical and practical knowledge of message strategies and the executional devices used in U.S. television advertising. Using rigorous content analysis, the authors investigated characteristics of commercials from among EFFIE Award winners of 1999 through 2004-advertising originating from "effective" campaigns. This work contributes to advertising research by examining the predictive congruency of the FCB advertising planning grid (see below) with message strategies found in EFFIE commercials; overall EFFIE commercial message strategy and tactic relationships; and content analysis methodology relative to improving objectivity and assessing reliability. This study focuses on producing a benchmark for comparison studies examining differences in message strategies across cultures. The research herein provides a methodological framework for producing comparative studies examining television commercials and other video content (i.e., delivered over the Internet) across cultures.

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Product Details

ISBN-13:
9781604975130
Publisher:
Cambria Press
Publication date:
07/28/2008
Pages:
196
Product dimensions:
5.50(w) x 8.50(h) x 0.56(d)

Table of Contents

List of Figure and Tables

Ch. 1 Introduction 1

Purpose and Significance of Study 3

Outline 4

Ch. 2 Background 5

Television Advertising 6

Advertising Agencies 18

Advertising Effectiveness 21

Theoretical Models of Advertising Effectiveness 25

Message Strategies and Typologies 36

Executional Elements and Tactics in Commercials 45

Research Questions 50

Ch. 3 Methodology 53

Content Analysis Defined 54

Establishing the Current Content Analysis Method 57

Sample 61

Current Coding Procedure and Reliability Analysis 62

Building the Final EFFIE Sample 72

Ch. 4 Results 77

Descriptive Statistics of EFFIE Commercials 77

Predictions 81

Research Questions 82

Ch. 5 Discussion and Conclusions 109

Review of Study 109

Limitations 122

Future Research 126

App. A Coding Sheet 129

App. B Operational Definitions 139

References 151

Index 167

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