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.

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Year of publication:	2011
Authors:	KHOUAJA, Fatma BESBES ; BOUSLAMA, Neji
Published in:	Journal of Knowledge Management, Economics and Information Technology. - ScientificPapers.org. - Vol. 1.2011, 6, p. 15-15
Publisher:	ScientificPapers.org
Subject:	advertizing efficiency \| child \| context effect \| intensity of emotions \| polarity of emotions \| program appreciation

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Extent:	application/pdf
Type of publication:	Article
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10009369251