The Effects of Commercial Length On Advertising Impact
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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
Strategies for More Effective Six-Second Video Advertisements
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DOI: 10.2501/jar-2020-023
Abstract: Six-second advertisements are a recent advertising format growing in popularity. Despite their growth, little insight exists on how to craft successful six-second advertisements. The format presents challenges to advertisers because of its brevity, which limits… read more here.
Keywords: second video; video advertisements; second advertisements; six second ... See more keywords