Comparative Effectiveness of Executional Elements in TV Food Advertising on Recall and Persuasion: 15- versus 30-Second Commercials

摘要

Worldwide food advertising has certain common elements such as the role that executional elements play in affecting the success of commercials. This study will examine the impact of a variety of executional elements on both recall and persuasion for 15-second and 30-second television advertising. The data was collected by well known advertising agencies.