The Influence of Editorial Context on Consumer Response to Advertisements in a Specialty Magazine

The influence of advertising context on perceptions of offense

“…Such neglect is curious considering that much of these niche media include a greater amount of imagery, portrayals and products identified in past research as offensive. As mentioned earlier, studies such as Jun et al (2003) have tested the influence of editorial context on cognitive responses; however, studies measuring feelings such as offense have yet to be fully realized. Research exploring media context and offensiveness has been limited to work sponsored by organizations such as the Advertising Standards Authority (though useful, such work should be taken with caution considering the ASA's reason-for-being -to monitor and regulate British advertising; more objective, academic-driven study is hence necessary).…”

“…Contextual variables research typically examines the effects of media characteristics on cognitive responses rather than associated feelings. Existing studies have illustrated the effects of broadcast and print media environments on purchase intention, advertisement recall and likeability, and perceptions of advertising effectiveness (Soldow and Principe 1981;Appel 1987;Goldberg and Gorn 1987;Kamins, Marks, and Skinner 1991;Norris and Colman 1992;Coulter 1998;Jun et al 2003;Janssens and De Pelsmacker 2005). Though the context surrounding offensive advertising is largely unexplored, the existing offensiveness literature has offered practitioners detailed description of what various audiences find offensive.…”

Publicity vs. Advertising in a Cluttered Environment: Effects on Attention and Brand Identification

“…There is a need for future studies investigating how clutter affects variables such as message credibility, brand associations, brand attitudes, and brand purchase intentions -and not just for advertising but for publicity and other types of marketing communications (e.g., promotions and events) as well. Such studies could probably benefit from research on media context effects (e.g., Jun et al 2003;Tom et al 2006) and competitive interference (e.g., Burke and Srull1988;Dahl6n and Rosengren 2005).…”

A Rhetorical Question: What is the Impact of Non-traditional Media for Low- and High-Reputation Brands?

“…King et al 2004;Moorman et al 2002). As brands in the same product category tend to advertise in media with some kind of overlap in audience or theme, their advertising faces competition both from similar brands and from the media content (Jun et al 2003;Malaviya et al 19991). This may leave less room for positive effects of creativity inside the given advertising spaces and more room outside of them.…”