Journal article

Impact of Media Context On Advertising Memory: A Meta-Analysis Of Advertising Effectiveness

Eun Sook KWON, Karen Whitehill King, Greg Nyilasy, Leonard N Reid

Journal of Advertising Research | World Advertising Research Center | Published : 2019


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.

University of Melbourne Researchers