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Date of publication: June 3, 2007

Catalogue: WM3 2007

Abstract:

Holding attention during television ad breaks is becoming increasingly challenging. Based on research showing that longer breaks tend to be less effective than shorter ones, the presenters took this principle to the next level: How effective would a break consisting of a single ad be? The results are discussed, noting which ads work best in a solus environment and which done and key elements which contribute to advertising effectiveness in a solus ad break are identified.

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