Media placement versus advertising execution

We make three contributions towards understanding how engagement with the surrounding editorial context affects reactions to ads.

Media placement versus advertising execution

Edward C. Malthouse and Bobby J. Calder

Northwestern University

Introduction

The effectiveness of an advertisement depends on the product being advertised and characteristics of the execution, such as the quality of the ad itself, the size of the ad and location within the medium (e.g. back cover, inner front cover). An addit 2001; DePelsmacker 2002; Nicovich 2005; Bronner & Neijens 2006; Cunningham 2006; Wang 2006). Others have called for additional research on how the surrounding context affects reactions to ads (Galpin & Gullen 2000; Baltas 2003, p. 512).

[] One may question why there is no random effect for magazine-level engagement or the intercept. The values of magazine-level engagement are constant within a magazine and so there is no need to allow for the within-magazine slope to vary across magazines. A random intercept would be redundant with the magazine-level effect, since we assume the intercept for magazine is a function of magazine-level engagement, i.e. a + b .

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