Every commercial brings along in it a message that is addressed to the public, generally the consumers. This message may be for the purpose of informing, persuading, entertaining, or influencing the buying behavior of the viewers, it will still depend on how it is shown to the audience. Certain techniques on presenting the message in a commercial is said to have an impact on the apprehension of the viewers towards the commercial message. Yeshin(2006) author of the book entitled Advertising, explains that a well presented and executed message in a commercial is one measurement in determining the effectiveness of a commercial. A commercial is effective when its viewers are able to grasp the intended message, meaning and purpose of the commercial.
Book
Yeshin, T. (2006). Advertising. London: Thomson Learning, p. 229. Retrieved from http://books.google.com/books?id=sV_fJN4RtJcC&pg=RA2-PA229&lpg=RA2-PA229&dq=commercial+effectiveness+message+strategy&source=bl&ots=isWeihJLr_&sig=Sg7sA6g1n43EOu2MeJTRCOhhqjA&hl=fil&ei=WSouTq3iB8zPmAW47r1T&sa=X&oi=book_result&ct=result&resnum=4&ved=0CC4Q6AEwAw#v=onepage&q=commercial%20effectiveness%20message%20strategy&f=false
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