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 |
|---|---|
| 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 |