Influence of Commercial's Length and Position: an Overview

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I will send you the attachment. Please read it very carefully. DO NOT write in first person. Also please create a Title for this article summary. Article Summary Summarize an article that you will use as research for your essay. The article must come from one of ENMU's databases, and you must identify the name of the database. Page length: 2 pages, typed, Times New Roman 12 pt font, Double Spaced Attach a copy of the article you are summarizing - The goal of writing a summary of an article, a chapter, or a book is to offer as accurately as possible the full sense of the original, but in a more condensed form. A summary restates the author's main point, purpose, intent, and supporting details in your own words. - First, try to find the main idea in the reading; it's usually in the first paragraph. Next, skim through the article, glancing at any headings and graphics. Then, read the conclusion. The intent here is both to give a review of the work and to effectively engage with it. - Note the supporting elements the author uses to explain or back up her/his main information or claim. - Write the summary, making sure to state the author's name and the title of the article in the first sentence. Present the main idea, followed by the supporting points. The remainder of your summary should focus on how the author supports, defines, and/or illustrates that main idea. At this point the summary should contain only the author's views, so try to be as objective as possible. Do not use first person. - Ask yourself questions such as: Have I rephrased the author's words without changing the meaning? Have I restated the main idea and the supporting points accurately and in my own words, but done so in a scholarly tone? - The last paragraph should include a critique. This is the only place in the summary that you may use the personal ‘I'. You may want to ask yourself questions such as: Does the author succeed? How and why or why not? What are the strengths, weaknesses? Why? What did the author do well? Not well? Why?

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Influence of Commercial’s Length and Position: an Overview
In the article Influence of Commercial’s Length and Position, the author John J. Wheatley (1968) described a laboratory experiment to find answers of two specific questions about television advertisement. His first question was about the effectiveness of a position within a television program on a commercial message. The second question was about the length of the message to see how it effects on the audience. To find answers to these questions, he conducted practical experiments in a small theater by selecting random participants and showing them 60 seconds and 30 seconds length advertisements.
The result of the experiment supported the initial expectation which was a longer advertisement is more effective and influential on the customers than a short advertisement. However, the major contribution of the experiment was in finding the significance of a short advertisement.
The researcher presented two half-hour television shows to three audiences with several commercials on three consecutive evenings. The lengths of the commercials were varied between 30 seconds and 60 seconds. The sequences of the ads on each evening were 30 seconds, 60 seconds and 60 seconds and the positions of the audiences were clutter, clutter and island consecutively. Each of these ads had sampling error from one to another.
The audiences were given two questionnaires before the show, containing personal questions about their dependency/relationship with television and their brand preferences. At the end of the show, the audiences were given another questionnaire to determine the effect of the test commercials during the show.
The results showed that the 60 second test commercial had bet...

Updated on January 26, 2024

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