The Effectiveness of Time-Compressed Television Advertisements with Older Adults
- 1 December 1982
- journal article
- research article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 11 (4) , 48-76
- https://doi.org/10.1080/00913367.1982.10672821
Abstract
Time-compressed television advertisements have produced superior recall in college students. The current study indicates that young adults do recall more from time-compressed advertisements, but that elderly adults recall less and middle-aged adults are somewhere in between. These results hold for normal television advertisements as well.Keywords
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