Spot Length and Unaided Recall in Television
研究真实环境中电视广告时长与观众无辅助回忆的关系，并分析广告插播位置、广告密集度、广告在插播中的相对位置等变量如何影响回忆效果。
The purpose of the current study was to analyze both the relationship between spot length and unaided recall in a real-world environment and the direct effect on recall of other advertising break-planning variables. these variables included the position of the break in relation to the television program, the degree of advertising clutter in the break, indicating the break’s duration, the spot’s relative position in the break,and primacy and recency effects. the authors also examined whether, and to what extent, these variables moderate how spot length affects recall, as recall, ultimately, depends on the interaction of all planning variables.