dc.contributor.advisor | Bolls, Paul David, 1966- | eng |
dc.contributor.author | Yen, Ju-Yu. | eng |
dc.date.issued | 2007 | eng |
dc.date.submitted | 2007 Spring | eng |
dc.description | The 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.description | Title from title screen of research.pdf file (viewed on August 29, 2008) | eng |
dc.description | Includes bibliographical references. | eng |
dc.description | Thesis (M.A.) University of Missouri-Columbia 2006. | eng |
dc.description | Dissertations, 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.merlin | b59455822 | eng |
dc.identifier.oclc | 166410306 | eng |
dc.identifier.oclc | 166410306 | eng |
dc.identifier.uri | https://hdl.handle.net/10355/5983 | |
dc.identifier.uri | https://doi.org/10.32469/10355/5983 | eng |
dc.language | English | eng |
dc.publisher | University of Missouri--Columbia | eng |
dc.relation.ispartofcommunity | University of Missouri--Columbia. Graduate School. Theses and Dissertations | eng |
dc.rights | Access is limited to the campus of the University of Missouri--Columbia. | eng |
dc.subject.lcsh | Television advertising -- Awards | eng |
dc.subject.lcsh | Advertising | eng |
dc.title | The power of advertising awards: a comparison of effectiveness between award-winning & none-award TV commercials | eng |
dc.type | Thesis | eng |
thesis.degree.discipline | Journalism (MU) | eng |
thesis.degree.grantor | University of Missouri--Columbia | eng |
thesis.degree.level | Masters | eng |
thesis.degree.name | M.A. | eng |