Boosting ad impact by optimizing media placement
The impact of the context in which TV ads are displayed is a major area in academic advertising research. Variables such as programming, format, and familiarity with the content, have been analysed in experimental studies, which normally use self-report measures (e.g. ad likability, recall) as outcome variables. One important meta-analysis (Kwon, King, Nyilasy, and Reid, […]
