PT  - JOURNAL ARTICLE
AU  - Eun Sook Kwon
AU  - Karen Whitehill King
AU  - Greg Nyilasy
AU  - Leonard N. Reid
TI  - Impact of Media Context On Advertising Memory
AID  - 10.2501/JAR-2018-016
DP  - 2019 Mar 01
TA  - Journal of Advertising Research
PG  - 99--128
VI  - 59
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/59/1/99.short
4100  - http://www.journalofadvertisingresearch.com/content/59/1/99.full
SO  - J Advert Res2019 Mar 01; 59
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.