Appreciation scores!
Frans KokPublieke Omroep, Netherlands
Bas de VosMarketResponse Nederland BV, Netherlands
SUMMARY
Objective
This study focuses on context and advertising impact. The study was done for the context of television. The purpose was to get a grip on the effect of the context relative to the returns on advertising investments. Based on the insight thus gained, this paper should provide media planners with useful ammunition in their daily practices.
The basic assumption is that the context will lead to a particular mind frame, which in turn leads people to 'consume' the medium differently. This will affect the...