Journal article
The Effects of Length, Content, and Repetition on Television Commercial Effectiveness
Journal of marketing research, Vol.30(1), pp.91-104
02/01/1993
DOI: 10.1177/002224379303000108
Abstract
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.
Details
- Title: Subtitle
- The Effects of Length, Content, and Repetition on Television Commercial Effectiveness
- Creators
- Surendra N. Singh - University of KansasCatherine A. Cole - University of Iowa
- Resource Type
- Journal article
- Publication Details
- Journal of marketing research, Vol.30(1), pp.91-104
- DOI
- 10.1177/002224379303000108
- ISSN
- 0022-2437
- eISSN
- 1547-7193
- Number of pages
- 14
- Language
- English
- Date published
- 02/01/1993
- Academic Unit
- Marketing
- Record Identifier
- 9984963135202771
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