| Author: | Bronner, F. Neijens, P. |
| Title: | Audience experiences of media context and embedded advertising: a comparison of eight media |
| Journal: | International Journal of Market Research
2006 : VOL. 48:1, p.81-102 |
| Index terms: | advertising Netherlands |
| Freeterms: | media |
| Language: | eng |
| Abstract: | Making more effective and efficient media planning (here as: m-pl.) decisions calls for an insight into media (as: m.) context variables that influence the effects of the advertisements embedded in these m. There are three essential requirements that the research involved in achieving this insight has to fulfil: inclusion of several m. types, inclusion of a variety of m. context variables, and a real-life context instead of an exprimental situation with forced exposure. For the research requirements to be met, an instrument called the Media Experience Monitor (as: MEM.) was developed to gather data from a representative sample of the Dutch population for eight m. The interaction btw. experiences of advertising and the carrying m. for all eight m. of the study was examined. The strength of the interaction differs: the findings indicate that the strongest relationships were found for print m., and weakest for television and cinema. Recommendations are also made for applying the MEM. in m-pl. practice. |
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