Publication
Title
Media context and advertising effectiveness: the role of context appreciation and context/ad similarity
Author
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.
Language
English
Source (journal)
Journal of advertising. - London, 1982
Publication
London : 2002
ISSN
0261-9903
Volume/pages
31:2(2002), p. 49-61
ISI
000177634000004
Full text (Publisher's DOI)
UAntwerpen
Faculty/Department
Research group
Publication type
Subject
Affiliation
Publications with a UAntwerp address
External links
Web of Science
Record
Identification
Creation 08.10.2008
Last edited 10.06.2017
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