In the mood for advertising

From research in the literature, it becomes clear that persuasive impact is greater if the person targeted is in a happy, benevolent mood.

In the mood for advertising

Fred E. BronnerUniversity of Amsterdam (ASCoR)

Jasper R. Bronner and John FaasseKobalt, Amstelveen


Advertising effectiveness is influenced by context. Advertising context consists of many aspects that may influence advertising effectiveness. A division can be made between context characteristics related to the receiver of the advertisement and those related to the vehicle carrying the advertisement: the medium context (Moorman 2003). The receiver context can include the physical environment in which a person is exposed to an advertisement (at home or elsewhere), the social environment (alone or with others), time frame (morning or evening)...

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