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FCB Grid |
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Rossiter–Percy Grid |
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Message Strategies and Typologies |
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Informational and Transformational Messages |
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Taylor Six-Segment Strategy Wheel |
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Executional Elements and Tactics in Commercials |
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Stewart and Furse—A Study of 1,000 Commercials |
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Research Questions |
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Chapter 3: Methodology |
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Content Analysis De-fined |
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Previous Television Commercial Content Analyses Methods |
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Establishing the Current Content Analysis Method |
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Addressing category and Interjudge Reliability |
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Sample |
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Current Coding Proce-dure and Reliability Analysis |
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Rules and Proce-dures |
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Judges and Judge Training |
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Pretesting |
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Judge Independence |
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Number of Judges Per Spot |
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Statistical Evalua-tion of Intercoder Reliability |
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EFFIE Sample reliability Estimates |
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Building the Final EFFIE Sample |