...Glenn M. Callaghan; Sean Laraway; Susan Snycerski; Shannon C. McGee Purpose The purpose of this paper is to determine the extent to which exposure to a television commercial for an antidepressant drug (Cymbalta^®) compared to another commercial (Weight Watchers^®) influenced...

... Music‐message fit Attitudes Radio commercials Television commercials An executive summary for managers and executive readers can be found at the end of this article. William Congreve famously wrote in his 1697 epic tragedy, The Mourning Bride, “Music has charms to soothe...

... to perceive television commercials truthful than younger children. Younger children liked television commercials more than older children. Research limitations/implications The three surveyed urban cities were highly advanced in terms of their economies and advertising development compared with all other...

... , Philadelphia, PA . Rotzoll , K.B. (1980), “ Gossage revisited: reflections of advertising's legendary iconoclast ”, Journal of Advertising , Vol. 9 No. 4 , pp. 6 ‐ 14 , 42. Advertising Television commercials Advertising media Advertising effectiveness Consumers were always able...