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.