Media context and advertising effectiveness: The role of context appreciation and context-ad similarity
P. DE PELSMACKER
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.
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