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Available online now and scheduled for future publication in the Journal of Advertising Research, this study first draws on research in both advertising and screen media to clarify the unique constraints that six-second ads pose to advertisers. Then, in a three-stage qualitative investigation, drawing from multiple data sources, the authors outline strategies around the stages of the advertisement creation process—planning, writing, production and placement. Interviews with advertising professionals illuminate the results.
Colin Campbell (firstname.lastname@example.org) is an assistant professor of marketing at the University of San Diego. He researches online video advertising, inﬂuencer and native advertising, and deal collectives.
Erin Pearson (email@example.com ) is a doctoral candidate in film studies at the University of East Anglia. Her work examines the marketing discourses and promotional practices surrounding American independent cinema.