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

Engagement is not just something that distinguishes one media vehicle from another: consumers have experiences with ads in the same way that they have experiences with editorial content, and advertisers need to give more thought to the congruence - or 'fit' of their ads with the media they are using, and thus tie ad experiences to media experiences.

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

Edward Malthouse and Bobby CalderNorthwestern University, United States

Britta C. WareWare, Meredith Corporation, United States

Judy BaharyStarcom Worldwide, United States

INTRODUCTION

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 engagedwith 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;...

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