Media context and advertising effectiveness: the role of context style, context quality and context-ad similarity
De Pelsmacker, Patrick Geuens, Maggie Anckaert, Pascal
De Pelsmacker, Patrick
Geuens, Maggie
Anckaert, Pascal
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Publication Type
Journal article
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Supervisor
Publication Year
2002
Journal
Journal of Advertising
Book
Publication Volume
31
Publication Issue
2
Publication Begin page
49
Publication End page
61
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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 toward the ad and recall was 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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