Media Placement versus Advertising Execution

Edward Carl Malthouse · Bobby J. Calder

21 citations0/0 files storedInternational Journal of Market Research

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Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Market Behavior and Pricing

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.

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References

2003A Critical Review of Construct Indicators and Measurement Model Misspecification in Marketing and Consumer Research 2001Hedonic and utilitarian motivations for online retail shopping behavior 2000Uses and Gratifications Theory in the 21st Century 2009An Experimental Study of the Relationship between Online Engagement and Advertising Effectiveness 2009Flow Online: Lessons Learned and Future Prospects 2004WHY DO PEOPLE AVOID ADVERTISING ON THE INTERNET?2007Interactions in virtual customer environments: Implications for product support and customer relationship management 1984Mass communication theory: An introduction

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2015How to Capture Consumer experiences: A Context-Specific Approach To Measuring Engagement 2020Fostering brand–consumer interactions in social media: the role of social media uses and gratifications 2012The Behavioral Effects of Negative Product Placements in Movies 2015A relational approach to direct mail consumption

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