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

John L. Stanton and Jeffrey Burke

The authors report on an analysis of recall and persuasion measures obtained for 380 15-second commercials and 221 30-second commercials.

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

John L. Stanton and Jeffrey Burke

How advertising messages are presented is often referred to as creative execution. While there has not been any unanimous agreement on the classification of the execution alternatives, even more debate has occurred between the importance of execution versus the message. The argument of creative execution license versus concept discipline has persisted as long as advertising agencies have existed. Two of the early 'gurus' argued on this exact point. David Ogilvy's Rule #2 for copywriters, 'what you say is more...

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