Media Placement versus Advertising Execution

Research output: Contribution to journalArticle

10 Scopus citations

Abstract

We make three contributions towards understanding how engagement with the surrounding editorial context affects reactions to ads. First, while previous studies have shown that respondent-level engagement affects ads, we argue that vehicle-level engagement is more relevant to placement decisions, and show that magazine-level engagement affects actions taken from seeing an ad. Second, we compare the relative importance of engagement to the execution factors size, position and colour, and show that engagement is of comparable importance. Third, evaluations are done with more realistic procedures than previous studies and with real ads.
Original languageEnglish (US)
Pages (from-to)217-230
Number of pages14
JournalInternational Journal of Marketing Research
Volume52
Issue number2
DOIs
StatePublished - 2010

Fingerprint Dive into the research topics of 'Media Placement versus Advertising Execution'. Together they form a unique fingerprint.

  • Cite this