The Effects of Length, Content, and Repetition on Television Commercial Effectiveness
实验比较15秒和30秒电视广告的效果，发现信息型15秒广告在多种情况下与30秒同样有效，而情感型30秒广告在品牌名学习和态度影响上优于15秒。
Many advertisers have argued that 15-second television commercials (:15s) should be used only to reinforce effects created by longer commercials. However, this recommendation is based on studies that have several weaknesses, including use of single exposure levels, established commercials, and learning as the primary dependent variable. The authors report the findings of a laboratory experiment in which they compared the effectiveness of :15s and :30s by using novel commercials with different message appeals (informational vs. emotional), exposing subjects multiple times, and employing multiple dependent variables. They find that informational :15s are as effective as informational :30s in several situations and can be used as stand-alone units. They also show that emotional :30s are superior to emotional :15s in influencing a viewer's learning of brand name and attitude. The reasons for and the implications of these findings are considered.