Media provide a context for advertising that may affect consumer responses to advertising. Many studies have investigated
possible media context effects, clearly demonstrating the existence of such effects. The most general conclusion is that when
consumers are highly engaged with a medium they can be more responsive to advertising (e.g. Aaker & Brown, (1972); Bahary
& Fielding (2005); Bronner & Neijens, (2006); Coulter, (1998); Cunningham, Hall, & Young, (2006); DePelsmacker, Geuens,
& Anckaert, (2002); Feltham & Arnold, (1994); Gallagher, Foster, & Parsons, (2001); Nicovich, (2005); Wang, (2006); Ware,
Baron, Edge (2005); Malthouse et al. (2007); Calder et al. (2007)). Yet an industry definition of media engagement currency
does not exist.
Symposium: 2007: Vienna, Session 9 - Print Engagement
Authors: Bahary, Judy, Cleveland, Britta, J. Calder, Bobby, Malthouse, Edward C., Ware, Britta C.
Organisations: Meredith Corporation, Northwestern University
Topics: Advertising Effects, Quality of Reading