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
Paper Box or Plastic bag? Structural Package Design Elements Affect Health Perception and Consumption.
Joyce De Temmerman, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium
Both Good from Afar…and Far from Good? Mental Representation Changes Consumer Preference for Products from a Brand with a Reputation for Innovativeness
Jeff Larson, Brigham Young University, USA
Kelly Goldsmith, Vanderbilt University, USA
BJ Allen, University of Arkansas, USA
L10. How Physical Distance and Power Distance Belief Affect Salesperson Evaluations and Purchase Intentions
Chia-Wei Joy Lin, University of Tennessee at Chattanooga
Saerom Lee, University of Texas at San Antonio, USA
Bingxuan Guo, University of Texas at San Antonio, USA