Comparing the Effectiveness of Executlonal Elements in TV Advertising: 15- versus 30-second Commercials
研究比较了15秒和30秒电视广告中24种执行元素的效果，发现某些元素在短广告中更有效，而另一些则在长广告中更有效，对广告创意和媒体投放有参考价值。
The purpose of this 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.