Qualitative Effects of Media on Advertising Effectiveness
Bobby J. CalderKellogg School of Management, Northwestern University, United States
Edward C. MalthouseIntegrated Marketing Communications, Medill School of Journalism, Northwestern University, United States
Advertising obviously depends on both the quality of the product being advertised and the quality of the ad itself. A third factor is equally obvious, but receives relatively less attention. It is the medium in which the ad appears. The traditional concern of media planning is with evaluations of size, reach, and frequency issues associated with a medium's audience. The medium itself is most often viewed as a...