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Product Category Decisions |
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FCB Categories |
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Data Analysis |
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Chapter 4: Results |
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Descriptive Statistics of EFFIE Commercials |
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Spot Time Descrip-tive Characteristics by Year |
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MRI Product category Descriptive Characteristics |
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Advertising Agency Brand Descriptive Characteristics |
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Predictions |
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Research Questions |
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Chapter 5: Discussion and Conclusions |
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Review of Study |
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Descriptive Results |
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Congruency of FCB Grid in EFFIE Sample |
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The Use of Informa-tional and Transformational Message Strategies by Year |
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Product Category Message Typologies |
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Informational and Transformational Executional Characteristics |
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Executional Charac-teristic Trends |
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EFFIE and Stewart and Furse Differences |
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Limitations |
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EFFIE Sample Limitations |
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Coding Issues |
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Future Research |
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Conclusion |