Judging a Magazine by Its Advertising: Exploring the Effects of Advertising Content on Perceptions of a Media Vehicle
Sara Rosengren and Micael Dahlén
Stockholm School of Economics
Management slant
- Although most media are filled with advertising, research on the influence of advertising content on media is limited.
- The current study shows how the advertising content can be either beneficial or detrimental for magazine perceptions.
- The results point to some kind of "advertising equity," that is, a value created by the advertising content itself—regardless of its effects...