How Media and Advertising Jointly Affect Ad Effectiveness

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.


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.


Jing Wang, University of Iowa
Bobby Calder, Northwestern University


NA - Advances in Consumer Research Volume 35 | 2008

Share Proceeding

Featured papers

See More


D9. Consumption Closure as a Driver of Positive Word of Mouth

Christina Saenger, Youngstown State University
Veronica Thomas, Towson University

Read More


Q2. Why do Kids Love Watching Unboxing Videos? Understanding The Motivations of Children to Consume Unboxing Toy Videos

Teresa Trevino, Universidad de Monterrey
Mariela Coronel, UDEM
Valeria Martínez, UDEM
Ivanna Martínez, UDEM
Daniela Kuri, UDEM

Read More


Attention to missing information: The effect of novel disclosure methods

Nikolos M Gurney, Carnegie Mellon University, USA
George Loewenstein, Carnegie Mellon University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.