Television Advertising that Works: An Analysis of by Stephen Marshall,Marilyn Roberts PDF

By Stephen Marshall,Marilyn Roberts

ISBN-10: 160497513X

ISBN-13: 9781604975130

notice: it is a shortened model of the unique, hardcover paintings. References were removed.

The examine contained during this e-book contributes to the theoretical and functional wisdom of message thoughts and the executional units utilized in U.S. tv ads. utilizing rigorous content material research, the authors investigated features of ads from between EFFIE Award winners of 1999 via 2004-advertising originating from "effective" campaigns. This paintings contributes to ads study via interpreting the predictive congruency of the FCB advertisements making plans grid (see under) with message concepts present in EFFIE ads; total EFFIE advertisement message technique and tactic relationships; and content material research technique relative to enhancing objectivity and assessing reliability. This learn makes a speciality of generating a benchmark for comparability stories studying adjustments in message options throughout cultures. The examine herein offers a methodological framework for generating comparative experiences interpreting tv ads and different video content material (i.e., introduced over the net) throughout cultures.

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Television Advertising that Works: An Analysis of Commercials from Effective Campaigns, Student Edition by Stephen Marshall,Marilyn Roberts

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