Creative That Sells: How Advertising Execution Affects Sales

Advertising creative is widely accepted as critical to advertising success. However, generalizations of what works in applied settings across different conditions are few. The present study replicates the seminal work of Stewart and Furse (1986) ——, and —— (1986), Effective Television Advertising: A Study of 1000 Commercials, Lexington, MA: Lexington Books. [Google Scholar], who investigated the effect of more than 150 creative devices on...