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The Impact of Media Context on Advertising Memory: A Meta-Analysis of Advertising Memory Karen Whitehill King and Emeritus and Retired Faculty

Abstract: Media professionals and scholars have examined the influence of media context on advertising effectiveness for more than 50 years, but clarity regarding media-context effects remains lacking, amid an abundance of mixed results. This study used meta-analysis to investigate the relationship between media context and advertising memory in quantitative studies up to 2013. Effect sizes […]

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