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Preface
Twenty years have passed since Stewart and Furse (1986) published their landmark study, Effective Television Advertising: A Study of 1,000 Commercials. Their groundbreaking study serves as the benchmark for many follow-up studies evaluating television advertising effectiveness and commercial content elements. We have based our book on that study, and we wish to thank those authors for their rich contribution to the literature. We hope this study complements theirs and contributes to future researchers’ evaluations of message strategies and tactical elements in commercials.
Advertising effectiveness—an elusive phrase—resists a single definition. It means many things to many people in different situations. We intend here to look at message strategies that work in effective campaign commercials and not to define advertising effectiveness.