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List of Figure and Tables
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Table 1. Media time comparison. |
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Figure 1. FCB grid. |
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Table 2. Holsti and Perreault and Leigh reliability indices. |
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Table 3. Total EFFIE sample frequency by award category and year (N = 670). |
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Table 4. Total EFFIE spot time by year (N = 534). |
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Table 5. Mediamark Research Inc. product categories with EFFIE examples. |
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Table 6. Award year and spot total (N = 522). |
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Table 7. Spot time by year. |
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Table 8. MRI product category distribution. |
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Table 9. Advertising agency brand. |
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Table 10. Overall FCB versus message typology. |
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Table 11. Year 2002 FCB versus message typology. |