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| Tekijä: | Pelsmacker, P. de Geuens, M. Anckaert, P. |
| Otsikko: | Media context and advertising effectiveness: The role of context appreciation and context/ad similarity |
| Lehti: | Journal of Advertising
2002 : SUMMER, VOL. 31:2, p. 49-61 |
| Asiasana: | Advertising Television advertising Effectiveness Statistical methods |
| Vapaa asiasana: | Print advertising Attitude surveys Media USA |
| Kieli: | eng |
| Tiivistelmä: | 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 is 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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