Media Context and Advertising Effectiveness: The Role of Context Appreciation and Context/Ad Similarity

Going for gold: Investigating the (non)sense of increased advertising around major sports events

“…These activities help positioning the brand relative to its competitors. By (implicitly) associating the brand with the event, brands can still benefit from the transfer of positive feelings and emotions associated with the event to their brands (Grohs et al, 2004) and thus improve their brand image (e.g., De Pelsmacker, Geuens, & Anckaert, 2002;Keller, 2007). Furthermore, if there is a clear fit between the values associated with the event and those proposed by the brand, advertising around the event can strengthen the brand image and positioning even further, an example of so-called match-up effects (McDaniel, 1999).…”

Emotional Context and Effectiveness of Tv Advertising

“…Previous studies regarding the influence of the emotional context on Ad recall have given mixed results. Some studies have reported that the pre-exposure to positive emotional states improves recalling of TVC content and brand names (Goldberg & Gorn, 1987;De Pelsmacker et al, 2002;Lee & Sternthal, 1999). On the other hand, there are also studies which have failed to detect the difference in memorizing a TVCs shown in the positive and the negative context (Pavelchak et al, 1988).…”

“…For example, in some studies, the emotional context has been defined by the content of the TV program that preceded the TVC (De Pelsmacker et al, 2002;Goldberg & Gorn, 1987;Pavelchak et al, 1988), while other studies have employed experimental induction of emotional states (Gorn et al, 2001;Lee & Sternthal, 1999;Murry et al, 1992). Regardless of the way used to define the emotional context, most studies have shown that the positive emotional context causes more positive Aad (De Pelsmacker et al, 2002;Lee & Sternthal, 1999;Murry et al, 1992), while the influence of the emotional context on Ab and PI is less clear (Cohen, Pham, & Andrade, 2008). Our findings are generally in accordance with findings that the positive emotional context preceding the TVC leads to more positive Aad, when compared to the emotionally negative context.…”

“…However, their study did not detect the effect of the emotional context on the purchase intent. The research conducted by De Pelsmacker, Geuens, and Anckaert (2002) has also shown that participants had a more positive Aad, and Ad recall following an appreciated TV program. On the other hand, Pavelchak, Antil, and Munch (1988) reported that pre-exposure to either positive or negative program-induced emotions had a negative effect on TVC recall relative to the neu-tral condition.…”

Content analysis of radio advertising in Spain

“…Por tanto, si se quiere impactar en la audiencia, si se pretende que ésta comprenda el mensaje y tenga algún efecto en el oyente, el mensaje publicitario radiofónico tendrá que tener en cuenta todas las circunstancias en las que se produce la recepción. Pero también varía mucho el discurso en función del tipo de emisora y sus programas, la forma en que se emitirá, es decir, si a la vez que otras muchas cuñas publicitarias en bloques de larga duración o aislada del resto e introducida por el comunicador, por ejemplo, (Fairclough, 2003;Pelsmacker et al, 2002;Rodero, 2011).…”