The company you keep: Revealing the hidden power of media context

This case study shows how Newsworks, the marketing body for national newspapers, demonstrated that when people view advertised brands within a familiar or loved media context, they form a positive impression of the advertised brand, and the effect is stronger when the relationship is deep.

The company you keep: Revealing the hidden power of media context

David Penn and Judy HarmanConquest and Newsworks

Summary

Newsworks' (the marketing body for national newspapers) hypothesis is that when people view advertised brands within a familiar or loved media context, the positive implicit values evoked create positive impressions of the advertised brand. Moreo

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