Measuring involvement with editorial content
Conceptualization, scale development, and the effects on advertising
Edward Malthouse & Bobby Calder
Abstract
What is involvement with a media vehicle and how does it affect ads? How can involvement be compared across different media and within a medium? What are the implications of involvement with editorial content on media planning and creative development? This paper defines involvement in terms of specific consumer experiences with TV, web sites, magazines, and newspapers. It proposes measures of these experiences, shows how to make cross-media comparisons, and presents evidence that involvement with editorial content carries over to the ads appearing in a publication or show. The practical implications of these findings are discussed.
Edward Malthouse
Northwestern University Integrated Marketing Communications, USA
Edward C. Malthouse is the Theodore and Annie Sills Associate Professor of Integrated Marketing Communications, research fellow with the Media Management Center, and sector head for database marketing and data mining at Northwestern University. He is also the co-editor of the Journal of Interactive Marketing. His research focuses on media engagement and its effects on advertising.
Bobby Calder
Northwestern University Integrated Marketing Communications, USA
|
KEEP ME INFORMED |