TITLE

Study: Shorter spots are less effective

AUTHOR(S)
Ross, Chuck
PUB. DATE
October 1999
SOURCE
Advertising Age;10/04/99, Vol. 70 Issue 41, p3
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article assesses the findings of an Adworks2 study which reported that thirty-second commercials are more effective in selling package goods than 15-second spots. Using a scale of 100% representing average sales per TV impression, if a marketer puts 6%-50% of its TV plan into 30-second commercials, the resulting sales per impression index averages 71%. But if a marketer puts 8%-99% of its plan into 30-second spots, the index increase to 96% sales per impression. Although the use of 15-second advertisements may mean paying less money, it is not cost-effective. Another finding of the study is that product discounting or couponing can decrease the effectiveness of TV advertisements.
ACCESSION #
2339603

 

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