Media vehicles as media context in advertising: The influence on perception of unknown vs. well-established brands

Marketing (Beograd. 1991)

Jovanović-Dimitriadis Neda¹ 

[1] n/a;

关键词: media;    media vehicles;    media context;    brand;    brand personality;    advertising;   

DOI  :  

来源: DOAJ

【 摘 要 】

In today's dynamic media environment, different media vehicles are emerging as brands in their own right, with distinctive brand personalities and associations. The characteristics of media environment make media selection more challenging than ever before, both for advertisers and marketing agencies. What is needed is a better understanding of how media might be influencing advertising effectiveness. Thus, the aim of this study is to explore the potential impact of media vehicle brands on perception of advertised brands. In other words, the study strives to understand if the media brand is in itself a strong element of the context in which the advertised brand is experienced, processed and developed. The results of the experimental research confirmed that media vehicles do not just passively carry advertising messages; they provide a communication background which can influence advertising effectiveness. The main results, which confirmed the study's hypotheses, showed that media vehicle selection plays an important role for advertising unknown brands. Results also confirmed the hypotheses that well-established brands are relatively immune to the influence of media vehicles they are advertised in.

【 授权许可】

Unknown