The Influence of Editorial Context on Consumer Response to Advertisements in a Specialty Magazine

Specialty magazines contain a rich array of contextual cues with regard to the focal products, and these cues can influence the consumers processing of advertisements for such products. This study, conducted in Korea, investigates such an editorial context effect on the retrieval of the advertised brand from memory. The results suggest that subjects exposed to the advertisement in a specialty magazine have poorer discrimination ability than those seeing the advertisement in a general audience magazine. Also, within the context of the specialty magazine, advertisements promoting analytic processing outperform advertisements promoting non-analytic processing in terms of higher recall of ad claims and more favorable brand judgments.
Publisher
CTC Press
Issue Date
2003
Language
ENG
Citation

JOURNAL OF CURRENT ISSUES AND RESEARCH IN ADVERTISING, v.25, no.2, pp.1 - 11

ISSN
1064-1734
URI
http://hdl.handle.net/10203/4138
Appears in Collection
MT-Journal Papers(저널논문)
  • Hit : 354
  • Download : 49
  • Cited 0 times in thomson ci

qr_code

  • mendeley

    citeulike


rss_1.0 rss_2.0 atom_1.0