Impact of Media Context on Advertising Memory: A Meta-Analysis of Advertising Effectiveness

Media professionals and scholars have examined the influence of media context on advertising effectiveness for more than 50 years, but clarity regarding media-context effects remains lacking, amid an abundance of mixed results.
Kwon, King, Nyilasy and Reid

MANAGEMENT SLANT

  • Mixed results are abundant in the literature on how media context influences advertising effectiveness.
  • Increased consumer media involvement, media–advertising-context congruency, ...