Consumer Neuroscience-Based Advertising: Making the :15 the New :30

Tue, 30 Jul 2013 00:00:00 -0400
Nielsen

Often treated as an afterthought my markets and agencies alike, the :15 TV spot is usually just a cut down version of the :30, rarely copy tested, but assumed to be at least 50 percent as good as the :30 from which it's derived.