The Effects of Commercial Length On Advertising Impact
Sign Up to like & getrecommendations! Published in 2020 at "Journal of Advertising Research"
DOI: 10.2501/jar-2019-036
Abstract: ABSTRACT There are competing explanations for why longer advertisements are remembered better, such as more time to memorize, add branding and claims, tell stories, and get attention, with some acknowledgment of diminishing returns. The authors… read more here.
Keywords: commercial length; length advertising; effects commercial; second advertisements ... See more keywords