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    • Graduate School - MU Theses and Dissertations (MU)
    • Theses and Dissertations (MU)
    • Theses (MU)
    • 2007 Theses (MU)
    • 2007 MU theses - Access restricted to MU
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    The power of advertising awards: a comparison of effectiveness between award-winning & none-award TV commercials

    Yen, Ju-Yu.
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    [PDF] public.pdf (1.901Kb)
    [PDF] short.pdf (7.774Kb)
    [PDF] research.pdf (238.4Kb)
    Date
    2007
    Format
    Thesis
    Metadata
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    Abstract
    [ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] This study investigates whether award-winning ads are more effective than none-award ads in provoking consumer responses in cognition, affect and conation, with multiple indicators of advertising effectiveness, including post-exposure self-report as well as real-time physiological measures. Further, the consistency and relationships between the measurements are examined. A fractional factorial designed experiment was conducted to fulfill the objectives. The results suggest that award-winning ads do not necessarily perform better than none-award ads. There is no significant difference between these two types of ads in ad attitudes, attention, and brand recognition. Moreover, although award-winning ads have stronger ability to generate favorable brand attitudes and purchase intention, none-award ads are relatively more effective in intensifying the arousal level of respondents' emotional experience. Finally, there is no correlation found between self-report and physical responses in this study.
    URI
    https://hdl.handle.net/10355/5983
    https://doi.org/10.32469/10355/5983
    Degree
    M.A.
    Thesis Department
    Journalism (MU)
    Rights
    Access is limited to the campus of the University of Missouri--Columbia.
    Collections
    • Journalism electronic theses and dissertations (MU)
    • 2007 MU theses - Access restricted to MU

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