The effects of current market forces on the impact of a TV commercial in creating persuasion: advertising agencies cannot do it all alone!

    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Stanton, John L. (author) and Herbst, Kenneth C. (author)
    Format:
    Journal article
    Publication Date:
    2006
    URL:
    https://www.tandfonline.com/doi/abs/10.1300/J057v12n02_09
    Published:
    USA
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 153 Document Number: D11625
    Journal Title:
    Journal of Promotion Management
    Journal Title Details:
    12(2) : 119-135
    Subject Term:
    advertising, advertising agencies, food, information issues, markets, message content, persuasion, social factors, television, marketing communication, brands, context, commercials, information effects, food advertising, and market structure
    Notes:
    18 pages., Online via UI e-subscription, Investigated the extent to which extenuating factors (excluding those produced by the commercial) affected the extent to which an advertisement was both persuasive and eventually engendered persuasion. Results demonstrated that the combined pre-existing market forces had a greater impact on a commercial's ability to persuade than did the message or creativity in the advertisement itself. Foods were among the products involved in this analysis.

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