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Measures Of Commercial Effectiveness Essay

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In the present study reviews are taken from indexed journals like Advances in Consumer Research, Journal of Advertising, Journal of Advertising Research, Journal of Business Research, Journal of Marketing Communications, Decision, Psychology & Marketing, Asian Journal of Communication,Advances in Experimental social psychology, Journal of Product & Brand Management, Indian Journal of Applied Research,American Academy of Advertising etc.
The present chapter gives an explanation and discusses about the constructs taken for the study.It highlights the research gap and also proposes a research model bringing out the relationship between the constructs.
2.1.1 MESSAGE STRATEGY
The concept of message strategy is what is to be communicated in the …show more content…

The three measures of commercial effectiveness in his study are Recall,Key message comprehension,and Persuasion.Recall(the percentage of consumers who remember the key message points)Key message comprehension (the percentage of consumers who understand the key message points.Persuasion(persuasion is based on the shift in brand preference, attributable to exposure to the test commercial.The relative effectiveness or ineffectiveness of a message strategy appears to depend on both the product category and on the specific effectiveness measure examined. The results also indicate that by adopting the same message strategies as their competitors advertisers may sometimes be hurting their chances of creating an effective …show more content…

Effectiveness of creative advertisements are measured in terms of attitude towards advertisement, attitude towards the brand and purchase intent. This study suggests that creative advertisements are more linked and evokesfavourable attitude towards the creative advertisements.Lang (2000)16 presents how the advertisement is comprehended for effective results. New information is encoded, processed and stored. Previously held information, required to understand the message, is concurrently retrieved, associated with new information and stured again. A viewer of a commercial will not encode and store all the information from the message and will therefore select which information in the message to encode, to process and store. Research indicates the viewer, the medium and the content all affected how the message is

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