What is it about?
The paper explores the type of long format ads which lead to message process involvement and further create purchase intentions. It also examines if the long format ads have a direct significant influence on purchase intentions.
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Why is it important?
This paper is important because not a lot of work is done to explore the efficacy of ads longer than 60 seconds in duration.
Perspectives
This paper will give advertising managers an insight into what types of long format ads are effective. It is a good read for academics and industry leaders. Researchers can take this work forward by adding more constructs to the model.
Jay Trivedi
Read the Original
This page is a summary of: Do Long Format Advertisements Sell? Evidence from Indian Consumers, Global Business Review, April 2017, SAGE Publications,
DOI: 10.1177/0972150917693144.
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