The Effects of Commercial Length On Advertising Impact

What Short Advertisements Can and Cannot Deliver

Duane Varan, Magda Nenycz-Thiel, Rachel Kennedy, Steven Bellman
DOI: 10.2501/JAR-2019-036 Published 1 March 2020

Article Information

vol. 60 no. 1 54-70
DOI 
https://doi.org/10.2501/JAR-2019-036
Published By 
Journal of Advertising Research
Print ISSN 
0021-8499
History 
  • Received March 11, 2018
  • Received (in revised form) November 12, 2018
  • Accepted December 19, 2018
  • Published online March 6, 2020.

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Copyright & Usage 
Copyright© 2020 ARF. All rights reserved.

Author Information

  1. Duane Varan
  1. MediaScience, varan{at}mediasciencelabs.com
  1. Magda Nenycz-Thiel
  1. Ehrenberg-Bass Institute, University of South Australia, magda{at}marketingscience.info
  1. Rachel Kennedy
  1. Ehrenberg-Bass Institute, University of South Australia, Rachel.Kennedy{at}marketingscience.info
  1. Steven Bellman
  1. Ehrenberg-Bass Institute, University of South Australia, Steven.Bellman{at}marketingscience.info
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The Effects of Commercial Length On Advertising Impact
Duane Varan, Magda Nenycz-Thiel, Rachel Kennedy, Steven Bellman
Journal of Advertising Research Mar 2020, 60 (1) 54-70; DOI: 10.2501/JAR-2019-036
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