Online and Offline Advertising Media: Exploring the Antecedents to Advertising Trust

Jeffrey Carlson, University of Connecticut, USA
Jacqueline Anderson, Forrester Research, USA
Joseph Pancras, University of Connecticut, USA
Breaking through the clutter of advertising to reach consumers is no easy feat. Getting consumers to believe and act on the messages delivered is even harder. By understanding which specific media and channels consumers are more trusting of, marketers can more wisely choose where to place their messages for the highest levels of efficiency. This study looks to create a conceptual model outlining the predictors of advertising trust so that marketers can choose an advertising medium based on their target audience. By identifying which sources are most or least trusted by a given type of consumer, marketers will know which channels to choose or avoid when determining their media mix in a campaign.
[ to cite ]:
Jeffrey Carlson, Jacqueline Anderson, and Joseph Pancras (2010) ,"Online and Offline Advertising Media: Exploring the Antecedents to Advertising Trust", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 763-765 .