Executional Factors and Advertising Effectiveness: A Replication
- 1 October 1989
- journal article
- research article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 18 (3) , 21-32
- https://doi.org/10.1080/00913367.1989.10673158
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 1,017 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.Keywords
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