RT Journal Article
SR Electronic
T1 Affinity-based Media selection
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 54
OP 65
DO 10.2501/JAR-42-4-54-65
VO 42
IS 4
A1 Kusumoto, Kazuya
YR 2002
UL http://www.journalofadvertisingresearch.com/content/42/4/54.abstract
AB The basic role of advertising media has been considered to be simply delivering the brand message to its target audience. However, even if the message is sufficiently delivered, it is not clear whether the audience will actively absorb it. This paper focuses on the psychological relationship between advertised brands and magazine vehicles as a factor in influencing brand message absorption via magazine advertisements. As a new scale to define this relationship, the author introduces ‘Value-Factor distance,’ which is derived from factor analysis of syndicated data. Its effectiveness is then validated by a verification survey and its application to TV program selection is also considered.