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, and higher program liking are media-context factors that more likely will improve advertising memory. Programs with violent, sexual, and suspenseful content and ones that are humorous and induce higher consumer arousal will more likely inhibit advertising memory.
  • Because advertising effectiveness is enhanced if media-context factors positively influence media users’ advertising memory beyond exposure indicators (e.g., ratings), influencing factors should be given serious consideration in media decision making.