| Chapter 1: | Introduction |
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Outline
In chapter 2, we review the relevant literature regarding the current state of the television industry, advertising effectiveness, and proposed models of how effectiveness occurs. This discussion includes hierarchy-of-effect models such as the Elaboration Likelihood Model, the FCB grid, the Rossiter-Percy grid, and Taylor’s Strategy Wheel. It also includes literature relating to message typologies and execution tactics and establishes the framework for measuring the characteristics of the television advertising investigated herein.
In chapter 3, we detail the unit of analysis and content analysis approach used to investigate EFFIE commercials, making an effort to raise the quality of the content analysis above the typically acceptable standards. In chapter 4, we review the results of the study, and in chapter 5, we conclude, discuss research limitations, and explore future research possibilities.