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

by Stephen Marshall and Marilyn Roberts

Table of Contents

List of Tables

Figure

Executive Summary

Preface


Chapter 1: Introduction

Purpose and Significance of Study

Outline


Chapter 2: Background

Television Advertising

Advertising Agencies

Advertising Effectiveness

Theoretical Models of Advertising Effectiveness

Message Strategies and Typologies

Executional Elements and Tactics in Commercials

Research Questions


Chapter 3: Methodology

Content Analysis Defined

Establishing the Current Content Analysis Method

Sample

Current Coding Procedure and Reliability Analysis

Building the Final EFFIE Sample


Chapter 4: Results

Descriptive Statistics of EFFIE Commercials

Predictions

Research Questions

Discussion and Conclusions

Review of Study

Limitations

Future Research

Conclusion


Appendices

References

Index


 

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