PT  - JOURNAL ARTICLE
AU  - David W. Stewart
AU  - David H. Furse
TI  - Analysis of the Impact of Executional Factors on Advertising Performance
AID  - 10.2501/JAR-40-6-85-88
DP  - 2000 Nov 01
TA  - Journal of Advertising Research
PG  - 85--88
VI  - 40
IP  - 6
4099  - http://www.journalofadvertisingresearch.com/content/40/6/85.short
4100  - http://www.journalofadvertisingresearch.com/content/40/6/85.full
SO  - J Advert Res2000 Nov 01; 40
AB  - 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,