Effectiveness Measures (Means) for Long and Short Television Advertisements
| Measure | Study | :60 | :30 | :15 | :07 | Average |
|---|---|---|---|---|---|---|
| Unaided recall (% correct brand recall) | 1 | 23a, b | 15a, c | 9b, c | 16 | |
| 2 | 17 | 12 | 15 | |||
| 3 | 15a, b | 9a | 6b | 15 | ||
| Average (% :30) | 23 (153) | 15 (100) | 12 (80) | 9 (60) | 15 | |
| Advertisement liking (1 to 6) | 1 | 5.0a, b | 4.8a, c | 4.6b, c | 4.8 | |
| 2 | ||||||
| 3 | 4.9a, b | 4.7a | 4.5b | 4.7 | ||
| Average | 5.0 | 4.9 | 4.6 | 4.5 | 4.7 | |
| Brand attitude (1 to 6) | 1 | 4.8 | 4.7 | 4.6 | 4.7 | |
| 2 | 4.7 | 4.5 | 4.6 | |||
| 3 | 5.0a | 4.9 | 4.8a | 4.9 | ||
| Average | 4.8 | 4.8 | 4.7 | 4.7 | 4.7 |
Note: Means in the same row with the same superscript letter were significantly different at p < .05 in analyses of variance.