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

by Stephen Marshall and Marilyn Roberts

About Stephen Marshall

Stephen W. Marshall is an assistant professor of communication at East Tennessee State University. He earned his PhD, Masters in Mass Communication, and BS degrees at the University of Florida. Prior to working in academe, Dr. Marshall was employed by Nielsen Media Research. Dr. Marshall’s research interests include advertising eff ectiveness, audience analysis, cross-cultural advertising, music in advertising, and advertising strategy.

About Marilyn Roberts

Marilyn S. Roberts is an associate professor of advertising at the University of Florida. She holds a PhD in Advertising from the University of Texas at Austin, a Master’s of Arts in Mass Communication from Abilene Christian University, and a Bachelor of Fine Arts in Journalism from Southern Methodist University. Dr. Roberts’ research interests include international advertising, global brand building, crosscultural advertising, intermedia agenda setting infl uence and political communications. She began her career as a television advertising copywriter and later operated her own advertising and public relations agency prior to earning her doctorate degree.


 

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