A day in the life ... - leveraging media-advertisement experiential congruence

Edward Malthouse and Bobby Calder
Northwestern University, United States

Britta C. Ware
Ware, Meredith Corporation, United States

Judy Bahary
Starcom Worldwide, United States


Media provide a context for advertising that may affect consumer responses to advertising. Many studies have investigated possible media context effects, clearly demonstrating the existence of such effects. The most general conclusion is that when consumers are highly engaged with a medium they can be more responsive to advertising (e.g. Aaker and Brown, 1972; Bahary and Fielding, 2005; Bronner and Neijens, 2006; Coulter, 1998; Cunningham, Hall, and Young, 2006; DePelsmacker, Geuens, and Anckaert, 2002; Feltham and Arnold, 1994; Gallagher, Foster, and Parsons, 2001; Nicovich, 2005; Wang, 2006; Ware, Baron, Edge, 2005; Malthouse et al, 2007; Calder, Malthouse and Schaedel, 2008). Yet an industry definition of a media engagement currency does not exist.