This paper reports the results of a study examining the relationship between executional style (how a message is communicated) and television commercial effectiveness. Over 1,100 television commercials that had been tested for recall, key message comprehension, and persuasiveness by a commercial copy-testing system were coded into executional style and product categories. Results revealed that executional style does impact commercial effectiveness, but effective styles tend to differ by product category.
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Laskey et al. (1994) studied this question.
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