Title
Media context and advertising effectiveness: the role of context appreciation and context/ad similarity Media context and advertising effectiveness: the role of context appreciation and context/ad similarity
Author
Faculty/Department
Faculty of Applied Economics
Publication type
article
Publication
London ,
Subject
Economics
Mass communications
Source (journal)
Journal of advertising. - London, 1982
Volume/pages
31(2002) :2 , p. 49-61
ISSN
0261-9903
ISI
000177634000004
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
Affiliation
University of Antwerp
Abstract
Humorous, warm, and rational television and print advertisements are tested in similar television and print contexts. The impact of ad style/context style congruency and context appreciation on the attitude toward the ad and recall was studied. Results show that low involvement persons perceived ads embedded in a congruent context as clearer and more likable. High involvement persons perceived ads embedded in a contrasting context as having a higher likeability and clarity. Ads shown in a highly appreciated television or print context resulted in a more positive attitude toward the ad. As opposed to a print environment, in a television context, ad content and brand recall were positively influenced by a positively appreciated context.
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