Table 12. Year 2003 FCB versus message typology.

82

Table 13. Overall use of message strategy by year.

83

Table 14. Distribution of message subtype.

83

Table 15. Message typology subcategories by year.

84

Table 16. MRI categories exceeding 5% threshold.

85

Table 17. Automotive product category message typology by year.

85

Table 18. Travel product category message typology by year.

86

Table 19. Presence of visual devices in message typology.

87

Table 20. Substantive supers in message typology.

87

Table 21. Auditory devices present in overall sample.

88

Table 22. Memorable rhymes, slogans or mnemonic devices, and message typology.

88

Table 23. Commercial appeals or selling propositions present in overall sample.

89