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

Eun Sook Kwon, Karen Whitehill King, Greg Nyilasy, and Leonard N. Reid

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, ...

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