Date of Graduation
2002
Document Type
Thesis
Degree Type
MS
Committee Chair
Robyn Blakeman
Abstract
Study examines communication of brand position in current national brand advertising on the four network stations during primetime programming. Content analysis of a random sample of advertising executions was performed on the premise that evaluation of said executions should be performed on the basis of cues provided by the execution to the viewer. Coded results are provided and analyzed. Brand position, as applied to communication in television commercials, is defined and explored.
Recommended Citation
Mezera, Chad Matthew, "Communication of position in current national primetime brand advertising: A content analysis." (2002). Graduate Theses, Dissertations, and Problem Reports. 10632.
https://researchrepository.wvu.edu/etd/10632