Tag Archive | "context effect"

The Role of Media Context in the Advertising Persuasion Process: A Modeling Attempt among Children

Our understanding remains limited as to how a TV program affects the viewers’ reactions toward advertisements surrounding this program. This paper tries to shed light on this research topic, by proposing a global conceptualization of the media context effect on the performance of advertisements targeting young viewers. The paper equally stresses the theoretical as well as empirical contributions of this research.

  The Role of Media Context in the Advertising Persuasion Process: A Modeling Attempt among Children (293.5 KiB, 4,700 hits)

Posted in Issue no. 6, Knowledge Management