|
|
Executive Summary
The research contained in this book contributes to the theoretical and practical knowledge of message strategies and the executional devices used in U.S. television advertising. Using rigorous content analysis, the authors investigated char-acteristics of commercials from among EFFIE Award winners of 1999 through 2004—advertising originating from “effective” campaigns. This work contributes to advertising research by examining the predictive congruency of the FCB advertising planning grid with message strategies found in EFFIE commercials; overall EFFIE commercial message strategy (based on Laskey, Day, & Crask, 1989) and tactic relationships (based on Stewart & Furse, 1986); and content analysis methodology relative to improving objectivity and assessing reliability.
This work examines the FCB grid (Vaughn, 1980), used in many advertising courses as a means to approach advertising planning. It looks at congruency of message strategy (informational or transformational) as measured by Laskey et al. (1989).