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 compared seven-, 15-, 30-, and 60-second versions of the same commercials for their brand recall, advertisement liking, and brand attitude, with additional biometric measures. Seven-second advertisements were almost as effective (measured by unaided recall) as 15-second advertisements and 60 percent as effective as 30-second advertisements, a finding that confirms and extends a diminishing-returns explanation for recall and other measures of effectiveness, such as advertisement liking. With six-second commercials appearing on television and online, short advertisements can provide an efficient option if used with the knowledge of what they can and cannot deliver.
- Received March 11, 2018.
- Received (in revised form) November 12, 2018.
- Accepted December 19, 2018.
- Copyright© 2019 ARF. All rights reserved.
ARF MEMBERS
If you are a member of the Advertising Research Foundation, you can access the content by logging in here
Log In
Pay Per Article - You may access this article (from the computer you are currently using) for 30 days for US$20.00
Regain Access - You can regain access to a recent Pay per Article purchase if your access period has not yet expired.
Log in using your username and password
Vol 60 Issue 4
