Spot Length and Unaided Recall in Television: Optimizing Media Planning Variables in Advertising Breaks
Josefa D. Martín-Santana, Pedro Reinares-Lara and Eva Reinares-Lara
The purpose of the current study was to analyze both the relationship between spot length and unaided recall in a real-world environment and the direct effect on recall of other advertising break-planning variables.
Spot Length and Unaided Recall in Television: Optimizing Media Planning Variables in Advertising Breaks
Josefa D. Martín-Santana
Universidad de Las Palmas de Gran Canaria
Pedro Reinares-Lara and Eva Reinares-Lara
Universidad Rey Juan Carlos
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