Editorial Environment and Advertising Effectiveness

Valentine Appel

22 citations0/0 files storedJournal of Advertising Research

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Journalism and Media Studies Marketing and Advertising Strategies Media Studies and Communication

Abstract

ABSTRACT This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a ‘classic’ - an article that has withstood the test of time. First published in 1987, Appel reviews the limited literature and reports on some further analyses of National Enquirer data. He concludes that editorial environment can have an effect but the concept is far from simple - readers and non-readers show significantly different results.

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2008The influence of advertising context on perceptions of offense 2006The Effect of Media Involvement on Print Advertising Effectiveness 2011Checking the Pulse of Print Media 2011The Influence of Editorial Liking and Editorial-Induced Affect on Evaluations of Subsequent Ads 2008Facing clutter : on message competition in marketing communications 2001Print Advertising Context Effects 2015The role of media brands in media planning

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