Analysis of the Impact of Executional Factors on Advertising Performance

ABSTRACT This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a ‘classic’ - an article that has withstood the test of time. First published in 1985, the authors set out to answer the question ‘what executional devices influence the effectiveness of a TV commercial?’ They conclude that executional factors appear to account for 13 to 26% of the variance in related recall measures depending on how many variables were used. They also state that the single most important factor related to persuasion was the presence of a brand differentiating message,