Comparative effectiveness of executional elements in TV advertising: 15- versus 30-second commercials

The purpose of this article is to determine whether various executional alt ernatives are more or less effective when used in 15-second and 30-second c ommercial formats. The data was collected by an advertising testing agency on a large number of television commercials. Two measures of effectiveness were used including recall and persuasion, and 24 different executional ele ments were included in the analysis. It was determined that some elements t hat were effective in a 15-second format were less effective in a 30-second format and vice versa.