search query: @author Stanton, J. L. / total: 5
reference: 1 / 5
« previous | next »
| Author: | Stanton, J. L. Burke, J. |
| Title: | Comparative effectiveness of executional elements in TV advertising: 15- versus 30-second commercials |
| Journal: | Journal of Advertising Research
1998 : NOV/DEC, VOL. 38:6, p. 7-14 |
| Index terms: | Television advertising Effectiveness |
| Language: | eng |
| Abstract: | The purpose of the article is to determine whether various executional alternatives are more or less effective when used in 15-second and 30-second commercial formats. The data was collected by an advertising testing agency on a large number of television commercials. Two measures of effectiveness were used including recall and persuasion, and 24 different executional elements were included in the analysis. It was determined that some elements that were effective in a 15-second format were less effective in a 30-second format and vice versa. |
« previous | next »
SCIMA