Executional Factors and Advertising Effectiveness: A Replication

David W. Stewart · Scott Koslow

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Marketing and Advertising Strategies Media, Gender, and Advertising Advertising and Communication Studies

Abstract

This article reports a replication of the Stewart and Furse (1986) study of the influence of executional factors on advertising performance. Using a new set of 1,017 commercials, coded for content, the replication finds the original results reported by Stewart and Furse are highly robust. The use of a brand-differentiating message and a strong product focus continue to manifest a positive impact on measures of recall, comprehension, and persuasion.

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1968Statistical significance in psychological research.1978Current issues and research in advertising 1982The Effects of Music in Advertising on Choice Behavior: A Classical Conditioning Approach 1983The Information Processing of Pictures in Print Advertisements 1983Advertising and consumer psychology 1986Effective television advertising : a study of 1000 commercials 1981Replication in Advertising Research: 1977, 1978, 1979

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