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Management professor Keith Coulter investigated how a viewer's response to a television program influences his or her feelings about the advertisements embedded in it. |
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The effect of TV programs on embedded ads
Coulter, Keith S., "The Effects of Affective Responses to Media Context on Reactions
to Embedded Ads," Journal of Advertising, 27 (4) Winter 1998/1999,
pp 41-52. Posted by permission.
The author examines the effects of emotional responses to television programming
(program-induced affect) on attitude toward the ad (Aad).He finds that both thoughts about the program and overall program
evaluations (i.e., program liking) mediate the effect of program-induced affect
on Aad, and that emotional responses to the ad moderate the relationship between
program liking and Aad. More specifically, the program liking-Aad linkage is strengthened if the ad and
program are similar in emotional content. That
effect is enhanced for ads appearing early within a pod. The author proposes and tests a model specifying the nature of the
relationships among those variables, and discusses the practical implications
for advertising practitioners.
Today's
consumer is barraged by a huge assortment of product claims within an ever
expanding array of media channels. To
"cut through the clutter" and successfully compete for consumers'
attention, the advertising practitioner must be acutely aware of factors
influencing message effectiveness. One
of the factors that has received considerable attention in the literature is the
advertising context - the program (broadcast media) or editorial (print media)
material within which the ad is embedded (Lord and Burnkrant 1993; Norris and
Colman 1992). Several studies
suggest that ad context can influence the audience's perception of an
advertisement, and hence its effectiveness (Singh and Churchill 1987; Soldow and
Principe 1981).
The
research reported here examined the manner in which affective responses to
television program content may interact with the affective tone of the ad to
influence ad evaluations (Aad). The
mediating effects of program cognitions and program liking, as well as the
moderating effects of the ad's position within a pod, also were examined. The relationships among those variables were specified and tested within
the context of a structural equation model.
Contents:
- Theoretical Development
- Methodology
- Measurement
- Results
- Summary and Discussion
- Appendix: Ad Copy
Complete text: PDF MSWord
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Additional Resources
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Figure 1. Hypothesized model. Enlarge.
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