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Book Cover
Book
Author Marshall, Stephen W.

Title Television advertising that works : an analysis of commercials from effective campaigns / Stephen W. Marshall, Marilyn S. Roberts
Published New York : Cambria Press, 2008

Copies

Location Call no. Vol. Availability
 MELB  659.143 Mar/Tat  AVAILABLE
Description xxii, 170 pages ; 23 cm
Contents Ch. 1. Introduction -- Purpose and Significance of Study -- Outline -- Ch. 2. Background -- Television Advertising -- Advertising Agencies -- Advertising Effectiveness -- Theoretical Models of Advertising Effectiveness -- Message Strategies and Typologies -- Executional Elements and Tactics in Commercials -- Research Questions -- Ch. 3. Methodology -- Content Analysis Defined -- Establishing the Current Content Analysis Method -- Sample -- Current Coding Procedure and Reliability Analysis -- Building the Final EFFIE Sample -- Ch. 4. Results -- Descriptive Statistics of EFFIE Commercials -- Predictions -- Research Questions -- Ch. 5. Discussion and Conclusions -- Review of Study -- Limitations -- Future Research -- App. A. Coding Sheet -- App. B. Operational Definitions
Bibliography Includes bibliographical references and index
Subject Television advertising -- Research.
Advertising -- Research.
Author Roberts, Marilyn Sue, 1949-
LC no. 2008012210
ISBN 9781604975130 alkaline paper
Other Titles Analysis of commercials from effective compaigns