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| Author: | Newstead, K. Romaniuk, J. |
| Title: | Cost per second: the relative effectiveness of 15- and 30-second television advertisements |
| Journal: | Journal of Advertising Research
2010 : MAR, VOL 50:1, p. 69-76 |
| Index terms: | advertising media advertising effectiveness television advertising |
| Language: | eng |
| Abstract: | The purpose of this article is to examine the relative effectiveness of a television advertisement, in terms of its price and length. Both 15- and 30-second ads are studied and compared. According to the results of the article, 15-second ads seem to be as effective in enhancing brand identification as 30-second ads, but in enhancing recall and likeability of brands the 15-second ad performed only 80% of the effect of a 30-second ad. The results provide useful information for marketers planning advertising actions and negotiating media deals. |
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