부산대학교 도서관

This article proposes that the most consistent and most important aspect of an advertisement across all stages of production is the particular strategy-related positioning message it contains. If considered that positioning is the primary goal of advertising, then a major component of the evaluation should therefore be the assessment of the strategic positioning message communicated. Advertising communication was defined as the set of meanings and associations that serve to differentiate a product or service from its competition. Standard intrusiveness measures are inapplicable for animatics, as is any related form of recall or recognition research. The strategic evaluation of animatics is primarily a judgment of quality of the content of the communication, reflecting the extent to which a desired positioning was obtained.