Audience experiences of media context and embedded advertising: a comparison of eight media

Fred Bronner and Peter Neijens

To make more effective and efficient media planning decisions, we need insight into media context variables that influence the effects of the advertisements embedded in these media.
  

Audience Experiences of Media Context and Embedded Advertising

A Comparison of Eight Media

Fred Bronner and Peter NeijensThe Amsterdam School of Communications Research (ASCoR), University of Amsterdam

Media placement and media planning decisions are very important in advertising and public information campaigns. According to a study by the Advertising Research Foundation (US), approximately 80-85% of a campaign budget is spent on advertising space in media (Kelley & Juggenheimer 2004, p. 4). Media decisions have been made more difficult by the increasingly complex media environment. During the past two decades, there has been a revolutionary growth...

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