Effectiveness of 15-Second TV Advertising

Today, many advertisers are trying a shorter, 15-second format for television commercials in an effort to stand out and be unique. Fifteen-second advertisements can be as effective as longer ones by implementing certain strategies.

Getting Attention

Since 15-second ads are half the time of a standard television ad, the advertiser has a shorter amount of time to gain the audiences attention. Therefore, the ad must have an attention-getting element so the viewer pays attention.

Strong Appeal

Ads use different appeals to reach their audience. Some common appeals are fear, humor and emotion. The use of strong appeal, such as humor, can be effective in shorter advertisements.

Clear Message

A clear message is always important. Ads that don’t have a clear message can be misunderstood and confusing for consumers.

Memorable Message

A memorable message is also important. Some ads are successful in gaining the consumers attention and having a strong appeal. Unfortunately, sometimes the appeal will work too well, and the consumer only remembers a funny commercial; they do not remember what brand was being advertised. The brand has to be a memorable part of the ad.

Placement

Without good placement, a 15-second ad is worthless. Ads are most effective when they are placed on a network or during a show in which the target audience is likely to watch.

References

• "Advertising, Promotion, and Other Aspects of Integrated Marketing Communcaitons"; Terence A. Shimp; 2007.