Investigating the Impact of Executional Style on Television Commercial Effectiveness

Henry A. Laskey · Richard J. Fox · Melvin R. Crask

51 citations0/0 files storedJournal of Advertising Research

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

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 that had 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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2019Content Analysis: An Introduction to Its Methodology 1989Executional Factors and Advertising Effectiveness: A Replication 2000An Empirical Investigation of Advertising Wearin and Wearout

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