Abstract
This article reports a replication of the Stewart and Furse (1986) study of the influence of executional factors on advertising performance. Using a new set of 1,011 commercials, coded for content, the replication finds the original results reported by Stewart and Furse are highly robust. The use of a brand-differentiating message and a strong product focus continue to manifest a positive impact on measures of recall, comprehension, and persuasion.
Original language | English |
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Pages (from-to) | 21-32 |
Number of pages | 12 |
Journal | Journal of Advertising |
Volume | 18 |
Issue number | 3 |
DOIs | |
Publication status | Published - 1 Oct 1989 |
Externally published | Yes |