Table 1. Media time comparison.

8

Figure 1. FCB grid.

31

Table 2. Holsti and Perreault and Leigh reliability indices.

70

Table 3. Total EFFIE sample frequency by award category and year (N = 670).

73

Table 4. Total EFFIE spot time by year (N = 534).

74

Table 5. Mediamark Research Inc. product categories with EFFIE examples.

75

Table 6. Award year and spot total (N = 522).

78

Table 7. Spot time by year.

78

Table 8. MRI product category distribution.

79

Table 9. Advertising agency brand.

80

Table 10. Overall FCB versus message typology.

81

Table 11. Year 2002 FCB versus message typology.

82