On the one side, defending long-form copy ads are David Ogilvy (probably popularly considered to be the greatest advertising genius ever, and who rigorously statistically tested all his methods), and today, companies like Apple.
On the other side, are lots of Web 2.0 A/B testing results that basically say, shorter is better.
Now, I'm sure there are times when each are right. But I've never heard anyone explain when long-form is better vs when short-form is better, and when each performs worse.
Is it high-end products (long copy) vs low-end products (short copy)? Is it "experience" products vs "utility" products? Is it left-brain vs right-brain consumers? Is it impulse buys vs researched buys? I could invent a million ideas, but I want proof, not hypotheses.
I am positively desperate for some kind of researched and statistically backed-up explanation that figures out the factors on both sides!