Analysis of the Impact of Executional Factors on Advertising Performance

David W Stewart and David H Furse

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time.

Analysis of the Impact of Executional Factors on Advertising Performance

David W. Stewart  and David H. Furse

The purpose of this study was to answer the question: 'What advertising executional devices influence the effectiveness of a television commercial?' This one question immediately raises two more questions: (1) What do we mean by an executional device and how many are there? and (2) What does the effectiveness of a television commercial mean? Answers to these two more fundamental definitional questions are necessary before the primary question can be answered. We would like to share with you our answers to the...

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