Judging a Magazine by Its Advertising:Exploring the Effects of Advertising Content on Perceptions of a Media Vehicle

摘要

This article explores how changes in advertising content can lead to different perceptions of a media vehicle. In two experimental studies, the advertising content of a magazine is manipulated in terms of being high-end-versus-low-end, for high-versus-low reputation brands, and high-versus-low execution quality. The results show how the advertising content can be either beneficial or detrimental for magazine perceptions. By looking at the influence of advertising content—rather than advertising quantity—the studies complement advertising-clutter research and point to different ways in which media owners can manage their advertising content.