Research

An Investigation of Newspaper Ad Memory As Affected by Context Involvement and Ad Size

The relationship between ad memory and context involvement has been investigated mainly in the contexts of TV and magazine advertising. Little research has been conducted to examine this relationship in newspaper advertising. The relationship is found to be negative in magazine advertising. Based on the theory of automatic vs. strategic processing, however, this study hypothesizes in newspaper advertising that article readership (a measure of context involvement) positively affects ad memory. Another issue this study deals with concerns the relationship between ad size and ad memory. Past research reveals that this relationship is positive in both magazine and newspaper advertising. This study addresses a factor moderating this relationship; as ad space increases on a newspaper page, article space decreases. In the newspaper advertising context where the moderating factor works, this study hypothesizes that ad size affects ad memory in an inverted-U pattern. Data collected in surveys conducted a year apart in Korea support the hypotheses.

Publication Information
Article Title: An Investigation of Newspaper Ad Memory As Affected by Context Involvement and Ad Size
Journal: Journal of Current Issues and Research in Advertising (Apr, 2006)
Vol. 28 Issue 1, p45-56, ISSN 1064-1734
Author(s): Hyun, Y. J.;  Gentry, James W;  Park, C.;  Jun, S.
Researcher Information
    
Gentry, James W
Gentry, James W
Emeritus
Expertise:
  • Consumer Behavior
  • Cross-Cultural Issues
  • Family Decision Making
  • International Consumerism
  • International - Asia
Marketing
HLH 345
P.O. Box 880492
University of Nebraska-Lincoln
Lincoln, NE 68588-0492, USA
Phone: (402) 472-2316
Fax: (402) 472-9777
jgentry@unl.edu