The Impact of Media Context on Advertising Memory: A Meta-Analysis of Advertising Memory

Journal of Advertising Research–currently available in the  Digital First edition
http://www.journalofadvertisingresearch.com/content/early/2018/04/24/JAR-2018-016

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 were significant by media-context factors, advertising memory measures, and study characteristics, although these were correlated weakly or moderately. The findings strongly reinforce the decision rule that media professionals should consider media context when making media decisions.

Karen Whitehill King  Emeritus and Retired Faculty 

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