Audience experiences of media context and embedded advertising: a comparison of eight media

To make more effective and efficient media planning decisions, we need insight into media context variables that influence the effects of the advertisements embedded in these media.
  

Audience Experiences of Media Context and Embedded Advertising

A Comparison of Eight Media

Fred Bronner and Peter NeijensThe Amsterdam School of Communications Research (ASCoR), University of Amsterdam

Media placement and media planning decisions...