ARSgroup Help Desk

Get answers to your specific questions with the ARSgroup Help Desk.

Our strategic advisors provide knowledge-based marketing communications ROI solutions through our 24/7 help desk resource. See below for an example:

Question:
Does ARSgroup know from its database how common it is for new products to be launched with 15-second ads?

ARSgroup Help Answer:
One of the rules of thumb in our 15/30 tutorial is "don't listen to people who insist it's impossible to introduce a new product in 15 seconds." It goes on to show the percent of the top 25 new product ads in a given year that are 15 seconds in length (the highest percent was 36% in 2001). 

Turning to the database, however, we see that it appears to be rather uncommon for a new brand (excluding line extensions) to launch with a 15 second ad. Out of over 900 such tests in the current analytical database, just under 7% are 15 seconds in length.  It is more common for a line extension to launch with a 15-second ad (12% from the analytical database).