THE RELATIONSHIP BETWEEN ADVERTISING MESSAGE STRATEGY AND TELEVISION COMMERCIAL EFFECTIVENESS

The relationship between message strategy (what is communicated in a c ommercial) and commercial effectiveness is explored in this paper. Ove r 1,100 commercials for which effectiveness measures were available we re coded into unique message strategy and product categories. The impa ct of various message strategies on effectiveness was examined for the total set of commercials as well as for each product category. Result s indicate that message strategy does affect commercial effectiveness, but particularly effective or ineffective strategies tend to differ b y product category and effectiveness measure.