Halo effect
A more subtle, but more powerful effect, comes from the halo effect of the editorial environment. This has the effect of transferring characteristics from the publication to ads in that publication, adding emotional overtones to the brand’s memory structu
Chapter 1
This effect is reflected in how people respond to ads in different media.
While television commercials outperform newspaper advertising in terms of disruption and entertainment–the ability of TV to cut-through and emotionally engage viewers–newspaper...
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