TV Advertising - Executional Elements

This summary from the Advertising Research Foundation offers an overview of recent research and debate related to the topic of TV advertising executional elements.

TV Advertising – Executional Elements

Mi hui Pak

One of the ongoing debates in advertising research has been: Is what you say more important than how you say it, or vice versa?

Using real drama commercials, Boyd (2006) found corroborating evidence that

  • the viewer's assessment of delivery (execution) triggers emotional response (i.e., upbeat and warm feelings).

  • By contrast, dialogue quality (content) seems to affect more distal measures of persuasion, namely attitudinal and behavioral response.

  • At the same time, the effect of dialogue on advertising attitude, brand attitude, and purchase intention appear to be qualified by higher order two-way...

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