How Media and Advertising Jointly Affect Ad Effectiveness

Jing Wang, University of Iowa
Bobby Calder, Northwestern University
Ad effectiveness could be affected by both the media context in which the ad is embedded and features of the ad itself. To date, the two issues have been studied as separate areas. But both media and ads have been studied recently in a similar way using the construct of transportation. Transportation refers to the extent to which consumers are emerged into the media context or the ad itself. Wang and Calder (2006) find that media context transportation reduces ad effectiveness if the ad is intrusive to the transportation experience, whereas Escalas (2004a, b) find that transportation into the ad itself increases ad effectiveness. This paper studies the transportation effect of both the media context and the ad itself, and demonstrates how they interactively affect ad effectiveness.
[ to cite ]:
Jing Wang and Bobby Calder (2008) ,"How Media and Advertising Jointly Affect Ad Effectiveness", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 1005-1006.