The Effects of Affective Responses to Media Context on Advertising Evaluations

Coulter, Keith S.

doi:10.1080/00913367.1998.10673568

Cited by 133 publications

(75 citation statements)

References 31 publications

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“…Despite its importance which is recognized at the theoretical, as well as, the empirical levels (Coulter 1998;Murry and Dacin 1996;Murry, Laastivicka and Sing 1992), program appreciation has not been the object of numerous studies, neither among adults nor among children (the only study known is that led by Pecheux, Derbais and Poncin 2006). In order to ϐill the gap and be in keeping with the suggestions of previous works, our research takes into consideration this response to a given TV program.…”

Section: Journal Of Marketing Research and Case Studies 2 Lutz 2000)mentioning

confidence: 99%

“…the emotions it creates), and only in rare cases has its evaluating dimension (i.e., its appreciation) been considered (Coulter 1998;De Pelsmacker, geuenes and Anckaert 2002;Murry and Dacin 1996;Murry, Laastivicka and Sing 1992;Schumann 1986 Unger and Kernan (1983), state that the appreciation of a program reflects the intrinsic satisfaction raised by the experience of being exposed to this program. The definitions provided by Murry, Lastoviska and Sing (1992), but also by Coulter (1998) and Unger and kernan (1983), do all agree on the experiential perspective, earlier proposed by Holbrook and Hirschman (1982) which states that the consumption activity includes the search for fantasy, feelings and amusement.…”

Section: Program Liking and Aadmentioning

confidence: 99%

“…These researchers found that the appreciation of a context leads, in a similar way, to a change in attitude towards the advertisements breaking into it. Therefore, viewing an advertisement when the evaluation of the program is salient would influence AAD and AB in congruence with the valency of the program appreciation (Coulter 1998;Murry, Lastoviska and Sing 1992;Pelsmacker, Geuens and Anckaert 2002;Schumann 1986). Schumann (1986) was among the first to notice that advertisements inserted in programs that are appreciated lead to rather positive impressions on the promoted products, which was not the case when those same advertisements were presented in disliked programs.…”

Section: Program Liking and Aadmentioning

confidence: 99%

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Experimental Study of the Impact of the Media Context Appreciation on the Attitude of Children towards the Advertising Message

Khouaja¹,

Bouslama²

2011

JMRCS

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Despite the importance of the research studies conducted in the field of marketing and children, reflection on this young market and more particularly on the effects of the media context on the children's persuasion process is rare. Starting from this observation, the current study is set to investigate the impact of a TV program appreciation by children on their attitudes towards the advertisements surrounding this program (AAD). The experimental study that we have conducted reveals the existence of a positive and significant relation between the program evaluation (i.e. program liking) and AAD. Both the theoretical contributions and the managerial implications of such a result will be discussed in this paper.

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Section: Journal Of Marketing Research and Case Studies 2 Lutz 2000)mentioning

confidence: 99%

Section: Program Liking and Aadmentioning

confidence: 99%

Section: Program Liking and Aadmentioning

confidence: 99%

See 1 more Smart Citation

Experimental Study of the Impact of the Media Context Appreciation on the Attitude of Children towards the Advertising Message

Khouaja¹,

Bouslama²

2011

JMRCS

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“…Programme liking was measured with three 7-point Likert scales (Cronbach ' s alpha > 0.92), 45 and programme involvement with four 7-point semantic differential scales (Cronbach ' s alpha > 0.88). 46 Participants then completed measures of unaided brand recall , brand-cued ad recognition , and brand and ad attitudes.…”

Section: Procedures and Measuresmentioning

confidence: 99%

Minimum effective frequency for interactive television ads

Bellman

Schweda²,

Varan³

2010

J Direct Data Digit Mark Pract

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A key task for advertising media planners is setting a frequency goal for a campaign. This study used a controlled experiment to identify the minimum effective frequency (MEF) for TV ads offering interactive response, as opposed to direct response by phone call. Participants ( N = 273) were exposed to ads one, three or fi ve times. A control cell saw normal TV ads, while an interactive TV (iTV) cell saw the same ads with interactive response banners superimposed. We found the usual ' build-up ' effects for repeated exposure on ad memory in the control cell, but there was little added value in repeat exposure for generating interactive response (ie MEF = 1). Interaction rates were higher for familiar brands, but brand familiarity did not alter the effect of repetition. These results suggest that iTV ads should be placed with a reach strategy, rather than a frequency strategy.

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“…A special attention has also been paid to advertising effectiveness of a TVC depending on the emotional context in which it is shown. It has been reported that contents preceding advertising can induce positive or negative emotions, which primarily affect the attitude toward the ad (Coulter, 1998;De Pelsmacker et al, 2010). Furthermore, a positive or a negative attitude toward the ad can affect the attitude toward the brand and the purchase intent (Coulter, 1998;Mackenzie, Lutz, & Belch, 1986;Mehta, 2000;Poels & Dewitte, 2006).…”

Section: Introductionmentioning

confidence: 99%

Emotional Context and Effectiveness of Tv Advertising

Alčaković

Orlić

Đurić³

2018

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This study examined the impact of emotional context on effectiveness of TV commercials (TVCs). In two experiments, participants were exposed to either emotionally positive or emotionally negative stimuli before watching a TVC. The effectiveness of the TVC was measured by 4 indicators: Ad recall, attitude toward the ad (Aad), attitude toward the brand (Ab), and purchase intent (PI). Results of Experiment 1 revealed that participants who were pre-exposed to a positive emotional context had a more positive Aad, Ab and a higher PI, when compared to those who were pre-exposed to a negative emotional context. Experiment 2 demonstrated that pre-exposure to the positive emotional context was associated with more positive Ab and a higher PI, while preexposure to the negative emotional context led to more negative Aad. In both experiments there was no indication of the influence of the emotional context on Ad recall. However, data from Experiment 2 suggested that both positive and negative emotional contexts positively affected ad recognition, when compared to an emotionally neutral situation. In conclusion, our findings advocate the importance of emotional context in which TVCs are broadcasted to the general public, a fact that has been vastly neglected so far by media planners.

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The Effects of Affective Responses to Media Context on Advertising Evaluations

Cited by 133 publications

References 31 publications

Experimental Study of the Impact of the Media Context Appreciation on the Attitude of Children towards the Advertising Message

Experimental Study of the Impact of the Media Context Appreciation on the Attitude of Children towards the Advertising Message

Minimum effective frequency for interactive television ads

Emotional Context and Effectiveness of Tv Advertising

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