Investigating the Impact of Executional Style on Television Commercial Effectiveness

Abstract

This paper reports the results of a study examining the relationship between executional style (how a message is communicated) and television commercial effectiveness. Over 1,100 television commercials that had been tested for recall, key message comprehension, and persuasiveness by a commercial copy-testing system were coded into executional style and product categories. Results revealed that executional style does impact commercial effectiveness, but effective styles tend to differ by product category.