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Media context and advertising effectiveness: The role of context appreciation and context-ad similarity

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  • P. DE PELSMACKER
  • M. GEUENS

    ()

  • P. ANCKAERT

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 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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File URL: http://www.FEB.UGent.be/nl/Ondz/wp/Papers/wp_02_162.pdf
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Bibliographic Info

Paper provided by Ghent University, Faculty of Economics and Business Administration in its series Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium with number 02/162.

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Length: 30 pages
Date of creation: Dec 2002
Date of revision:
Handle: RePEc:rug:rugwps:02/162

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Cited by:
  1. D. Van den Poel, 2003. "Predicting Mail-Order Repeat Buying. Which Variables Matter?," Review of Business and Economics, Katholieke Universiteit Leuven, Faculteit Economie en Bedrijfswetenschappen, vol. 0(3), pages 371-404.
  2. Faseur, T. & Geuens, M., 2006. "Different positive feelings leading to different ad evaluations: the case of coziness, excitement and romance," Vlerick Leuven Gent Management School Working Paper Series 2005-32, Vlerick Leuven Gent Management School.
  3. Shalom Levy & Israel Nebenzahl, 2008. "The influence of product involvement on consumers’ interactive processes in interactive television," Marketing Letters, Springer, vol. 19(1), pages 65-77, March.
  4. V. Cauberghe & M. Geuens & P. De Pelsmacker, 2010. "Context Effects of TV Programme-Induced Interactivity and Telepresence on Advertising Responses," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 10/671, Ghent University, Faculty of Economics and Business Administration.
  5. Poncin, Ingrid & Pieters, Rik & Ambaye, Michele, 2006. "Cross-advertisement affectivity: The influence of similarity between commercials and processing modes of consumers on advertising processing," Journal of Business Research, Elsevier, vol. 59(6), pages 745-754, June.
  6. Roozen, Irene & Claeys, Christel, 2009. "Do Emotional Appeal and Media-context Influence the Effectiveness of TV Commercials for Profit and Non-profit Brands?," Working Papers 2009/39, Hogeschool-Universiteit Brussel, Faculteit Economie en Management.
  7. Maggie Geuens & Delphine Vantomme & Bert Weijters, 2003. "Assessing the impact of offline URL advertising," Vlerick Leuven Gent Management School Working Paper Series 2003-4, Vlerick Leuven Gent Management School.

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