Executional factors and advertising effectiveness

A replication

David W. Stewart, Scott Koslow

Research output: Contribution to journalArticle

105 Citations (Scopus)

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 languageEnglish
Pages (from-to)21-32
Number of pages12
JournalJournal of Advertising
Volume18
Issue number3
DOIs
Publication statusPublished - 1 Oct 1989
Externally publishedYes

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