Television Advertising that Works: An Analysis of Commercials from Effective Campaigns - Image 1

£71.11

Cambria Press Television Advertising that Works: An Analysis of Commercials from Effective Campaigns

Name: Television Advertising that Works: An Analysis of Commercials from Effective Campaigns
Brand: Cambria Press
Price: 71.11 GBP
Availability: InStock

Communication & Presentation

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Description

The research contained in this book contributes to the theoretical and practical knowledge of message strategies and the executional devices used in U.S. television advertising. Using rigorous content analysis, the authors investigated characteristics of commercials from among EFFIE Award winners of 1999 through 2004-advertising originating from "effective" campaigns. This work contributes to advertising research by examining the predictive congruency of the FCB advertising planning grid (see below) with message strategies found in EFFIE commercials; overall EFFIE commercial message strategy and tactic relationships; and content analysis methodology relative to improving objectivity and assessing reliability. This study focuses on producing a benchmark for comparison studies examining differences in message strategies across cultures. The research herein provides a methodological framework for producing comparative studies examining television commercials and other video content (i.e., delivered over the Internet) across cultures. About the Author Marilyn S. Roberts is an associate professor of advertising at the University of Florida.

Product Specifications

Brand: Cambria Press
Format: hardcover
ASIN: 160497513X
Category: Books > Subjects > Business, Finance & Law > Management > Management Skills > Communication & Presentation
Domain: Amazon UK
Release Date: 18 August 2008
Listed Since: 03 July 2008

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Cambria Press Television Advertising that Works: An Analysis of Commercials from Effective Campaigns

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