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
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;...