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Active Learning and Research
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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.

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.

  • Theoretical Development
  • Methodology
  • Measurement
  • Results
  • Summary and Discussion
  • Appendix: Ad Copy
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Figure 1. Hypothesized model

Figure 1. Hypothesized model. Enlarge.

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