PT  - JOURNAL ARTICLE
AU  - Sara Rosengren
AU  - Micael Dahlén
TI  - Judging a Magazine by Its Advertising
AID  - 10.2501/JAR-53-1-061-070
DP  - 2013 Mar 01
TA  - Journal of Advertising Research
PG  - 61--70
VI  - 53
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/53/1/61.short
4100  - http://www.journalofadvertisingresearch.com/content/53/1/61.full
SO  - J Advert Res2013 Mar 01; 53
AB  - This article explores how changes in advertising content can lead to different perceptions of a media vehicle. In two experimental studies, the advertising content of a magazine is manipulated in terms of being high-end-versus-low-end, for high-versus-low reputation brands, and high-versus-low execution quality. The results show how the advertising content can be either beneficial or detrimental for magazine perceptions. By looking at the influence of advertising content—rather than advertising quantity—the studies complement advertising-clutter research and point to different ways in which media owners can manage their advertising content.