RT Journal Article
SR Electronic
T1 Spot Length and Unaided Recall in Television
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 274
OP 288
DO 10.2501/JAR-2016-035
VO 56
IS 3
A1 Josefa D. Martín-Santana
A1 Pedro Reinares-Lara
A1 Eva Reinares-Lara
YR 2016
UL http://www.journalofadvertisingresearch.com/content/56/3/274.abstract
AB The purpose of the current study was to analyze both the relationship between spot length and unaided recall in a real-world environment and the direct effect on recall of other advertising break-planning variables. These variables included the position of the break in relation to the television program, the degree of advertising clutter in the break, indicating the break's duration, the spot's relative position in the break, and primacy and recency effects. The authors also examined whether, and to what extent, these variables moderate how spot length affects recall, as recall, ultimately, depends on the interaction of all planning variables.