Isolating Executional Factors

Abstract

This issue of Journal of Advertising Research, explores an amazing range of executional factors. The lead article studies a familiar friend, but through a new lens as Germany just recently permitted competitive advertising, including naming the competitor. The research shows that, in this new setting, focused comparative advertising impacts consumers. The use of music, testimonials by different races, promotional offers in mobile advertising, the role of positioning and benefits, and the impact of message framing are all reported in thoughtful ways with useful implications in this issue. Some broader factors such as appealing to older consumers, young military recruits, and immigrants are studied in relation to specific factors in advertising. While there is a great deal of research attention on strategic studies, the value of brands, media planning and modeling, and accountability metrics, it is encouraging to see quality research conducted isolating the contribution of executional factors in engaging and motivating consumers. Hopefully, the issue will encourage even more valuable research on executional factors in the future. (PsycINFO Database Record (c) 2012 APA, all rights reserved)