Editorial Environment and Advertising Effectiveness

Valentine Appel

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time.

Editorial Environment and Advertising Effectiveness

Valentine Appel

Advertising researchers have long been conducting tests of the hypothesis that certain publications by virtue of their unique editorial environments will either enhance or detract from the way in which advertising appearing in the publication will be perceived by the readers. For example, a business advertisement in Business Weekwill be better perceived than will the same advertisement in a news weekly, or an advertisement in The National Enquirer will be less favorably perceived than the same ad in a less sensational publication such as McCall's or...

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