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

Journal of Advertising Research

Volumn 38, Issue 6, 1998, Pages 7-14

  Stanton, John L ^a   Burke, Jeffrey ^a  

^a SAINT JOSEPH S UNIVERSITY   (United States)

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[No Author keywords available]

Indexed keywords

EID: 2442618014     PISSN: 00218499     EISSN: 17401909     Source Type: Journal    
DOI: None     Document Type: Review

References (6)

1. ARENS, WILLIAM. Contemporary Advertising. Chicago: Richard D. Irwin, 1996.
2. BELCH, GEORGE E., and MICHAEL BELCH. Introduction to Advertising and Promotion: An Integrated Marketing Communication Perspective. Chicago: Irwin, 1995.
3. LASKEY, HENRY A., RICHARD J. FOX, and MELVIN R. CRASK. "Investigating the Impact of Executional Style on Television Commercial Effectiveness." Journal of Advertising Research 34, 6 (1994): 9-16.
4. SHIMP, TERRENCE. "Methods of Commercial Presentation Employed by National Television Advertisers." Journal of Advertising 5, 4 (1976): 30-36.
5. STEWART, DAVID W., and DAVID FURSE. Effective Television Advertising. Lexington, KY: D. C. Heath and Co., 1986.
6. VANDEN BERG, BRUCE, and HELEN KATZ. Advertising Principles. Lincolnwood, IL: NTC Books, 1998.