ARF study: The first few seconds of an ad are the most important and effective

The first few seconds of an ad are the most important and effective for driving an impact among consumers, according to a study by the Advertising Research Foundation (ARF).

Advertising that drives an immediate consumer response typically has the greatest impact with its audience, a study by the Advertising Research Foundation (ARF), the industry body, has found.

“The bottom line is: all the evidence suggests that the first...