Analysis of the Impact of Executional Factors on Advertising Performance

Abstract

<h3>ABSTRACT</h3> This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a ‘classic’ - an article that has withstood the test of time. First published in 1985, the authors set out to answer the question ‘what executional devices influence the effectiveness of a TV commercial?’ They conclude that executional factors appear to account for 13 to 26% of the variance in related recall measures depending on how many variables were used. They also state that the single most important factor related to persuasion was the presence of a brand differentiating message,