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

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Author Info
P. DE PELSMACKER
M. GEUENS ()
P. ANCKAERT

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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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Publisher 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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Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
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Cited by:
(explanations, Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.)

  1. 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. [Downloadable!] (restricted)
  2. T. Faseur & M. Geuens, 2004. "Different Positive Feelings Leading to Different Ad Evaluations: The Case of Cosiness, Excitement and Romance," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 04/280, Ghent University, Faculty of Economics and Business Administration. [Downloadable!]
    Other versions:
  3. M. Geuens & D. Vantomme & G. Goessaert & B. Weijters, 2003. "Assessing the impact of offline URL advertising," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 03/163, Ghent University, Faculty of Economics and Business Administration. [Downloadable!]
    Other versions:
  4. D. Van Den Poel, 2003. "Predicting Mail-Order Repeat Buying: Which Variables Matter?," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 03/191, Ghent University, Faculty of Economics and Business Administration. [Downloadable!]
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