The effects of television advertising execution on recall, comprehension, and persuasion

Abstract The present study fills a gap in the advertising effects literature for a large‐sample comprehensive study of the impact of general message factors on recall and persuasion measures of advertising performance. An analysis of executional factors in 1059 television commercials revealed that the presence of a brand differentiating message accounted for more variance in persuasion than other executional factors. Recall and persuasion performance were more closely related for new products than for established products. A brand differentiating claim in the commercial was the most important single executional factor affecting advertising effectiveness.