RT Journal Article
SR Electronic
T1 Impact of Media Context On Advertising Memory
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP JAR-2018-016
DO 10.2501/JAR-2018-016
A1 Eun Sook Kwon
A1 Karen Whitehill King
A1 Greg Nyilasy
A1 Leonard N. Reid
YR 2018
UL http://www.journalofadvertisingresearch.com/content/early/2018/04/24/JAR-2018-016.abstract
AB Media professionals and scholars have examined the influence of media context on advertising effectiveness for more than 50 years, but clarity regarding media-context effects remains lacking, amid an abundance of mixed results. This study used meta-analysis to investigate the relationship between media context and advertising memory in quantitative studies up to 2013. Effect sizes were significant by media-context factors, advertising-memory measures, and study characteristics, although these were correlated weakly or moderately. The findings strongly reinforce the decision rule that media professionals should consider media context when making media decisions.