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dc.contributor.advisorBolls, Paul David, 1966-eng
dc.contributor.authorYen, Ju-Yu.eng
dc.date.issued2007eng
dc.date.submitted2007 Springeng
dc.descriptionThe entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file.eng
dc.descriptionTitle from title screen of research.pdf file (viewed on August 29, 2008)eng
dc.descriptionIncludes bibliographical references.eng
dc.descriptionThesis (M.A.) University of Missouri-Columbia 2006.eng
dc.descriptionDissertations, Academic -- University of Missouri--Columbia -- Journalism.eng
dc.description.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.eng
dc.identifier.merlinb59455822eng
dc.identifier.oclc166410306eng
dc.identifier.oclc166410306eng
dc.identifier.urihttps://hdl.handle.net/10355/5983
dc.identifier.urihttps://doi.org/10.32469/10355/5983eng
dc.languageEnglisheng
dc.publisherUniversity of Missouri--Columbiaeng
dc.relation.ispartofcollectionUniversity of Missouri-Columbia. Graduate School. Theses and Dissertationseng
dc.rightsAccess is limited to the campus of the University of Missouri--Columbia.eng
dc.subject.lcshTelevision advertising -- Awardseng
dc.subject.lcshAdvertisingeng
dc.titleThe power of advertising awards: a comparison of effectiveness between award-winning & none-award TV commercialseng
dc.typeThesiseng
thesis.degree.disciplineJournalism (MU)eng
thesis.degree.grantorUniversity of Missouri--Columbiaeng
thesis.degree.levelMasterseng
thesis.degree.nameM.A.eng


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