9/14/2010

As TV spots for over-the-counter drugs have increasingly gone to 15 seconds instead of 30, market share has eroded and one copy-testing firm found the 15-second spots particularly ineffective. "It's an awfully short form for creatives to work with," said the CEO of Ameritest, which conducted the study. "If it devolves into simply reminder advertising, you're not building brands."

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