English, Article, Journal or magazine article edition: Media context and advertising effectiveness: The role of context appreciation and context-ad similarity P. DE PELSMACKER; M. GEUENS; P. ANCKAERT

User activity

Share to:
 
Bookmark: http://trove.nla.gov.au/version/15639
Physical Description
  • preprint
Language
  • English

Edition details

Title
  • Media context and advertising effectiveness: The role of context appreciation and context-ad similarity
Author
  • P. DE PELSMACKER
  • M. GEUENS
  • P. ANCKAERT
Physical Description
  • preprint
Notes
  • 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 towards the ad and on recall was studied. Results showed that low involvement individuals perceived ads embedded in a congruent context as clearer and more likable. High involvement individuals 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 towards the ad. As opposed to a print environment, in a television context ad content and brand recall were also positively influenced by a positively appreciated context.
  • RePEc:rug:rugwps:02/​162
Language
  • English
Contributed by
OAIster

Get this edition

Other links

  • Set up My libraries

    How do I set up "My libraries"?

    In order to set up a list of libraries that you have access to, you must first login or sign up. Then set up a personal list of libraries from your profile page by clicking on your user name at the top right of any screen.

  • All (1)
  • Unknown (1)
None of your libraries hold this item.
None of your libraries hold this item.
None of your libraries hold this item.
None of your libraries hold this item.
None of your libraries hold this item.
None of your libraries hold this item.
None of your libraries hold this item.
None of your libraries hold this item.

User activity


e.g. test cricket, Perth (WA), "Parkes, Henry"

Separate different tags with a comma. To include a comma in your tag, surround the tag with double quotes.

Be the first to add a tag for this edition

Be the first to add this to a list

Comments and reviews

What are comments? Add a comment

No user comments or reviews for this version

Add a comment