Ward, Scott; Oliva, Terence A.; Reibstein, David J. - In: Journal of Consumer Marketing 11 (1994) 2, pp. 38-44
While 15‐second commercials appeared to have peaked at 40 percent in terms of network usage in the US, it appears that the commercial format is here to stay. A recent development has been the use of “book‐end” configurations of such commercials, where the 15‐second commercials are...