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.
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Advertising -- Research.
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Author |
Roberts, Marilyn Sue, 1949-
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LC no. |
2008012210 |
ISBN |
9781604975130 alkaline paper |
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