Television Advertising That Works

Note: Supplemental materials are not guaranteed with Rental or Used book purchases.

Author Biography

Please wait while the item is added to your bag...

List of Figure and Tables
Introduction	p. 1
Purpose and Significance of Study	p. 3
Outline	p. 4
Background	p. 5
Television Advertising	p. 6
Advertising Agencies	p. 18
Advertising Effectiveness	p. 21
Theoretical Models of Advertising Effectiveness	p. 25
Message Strategies and Typologies	p. 36
Executional Elements and Tactics in Commercials	p. 45
Research Questions	p. 50
Methodology	p. 53
Content Analysis Defined	p. 54
Establishing the Current Content Analysis Method	p. 57
Sample	p. 61
Current Coding Procedure and Reliability Analysis	p. 62
Building the Final EFFIE Sample	p. 72
Results	p. 77
Descriptive Statistics of EFFIE Commercials	p. 77
Predictions	p. 81
Research Questions	p. 82
Discussion and Conclusions	p. 109
Review of Study	p. 109
Limitations	p. 122
Future Research	p. 126
Coding Sheet	p. 129
Operational Definitions	p. 139
References	p. 151
Index	p. 167
Table of Contents provided by Blackwell. All Rights Reserved.