Media Vehicles as Media Context in Advertising: The Influence on Perception of Unknown vs. Well-Established Brands
Medijska sredstva kao medijski kontekst u oglašavanju: Uticaj na percepciju nepoznatih naspram dobro etabliranih brendova
Abstract
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.
Apstrakt
U današnjem dinamičnom medijskom okruženju, različita medijska sredstva predstavljaju svojevrsne brendove, sa zasebnim „ličnostima“ i asocijacijama. Karakteristike medijskog okruženja čine izbor medija izazovnijim nego ikada do sada, kako za oglašivače, tako i za marketinške agencije. Ono što je potrebno je bolje razumevanje mogućeg uticaja medija na efektivnost oglašavanja. Predmet ove studije je upravo ispitivanje uticaja brendova medijskih sredstava na percepciju oglašenih brendova. Drugim rečima, studija teži da otkrije da li je medijski brend sam po sebi jak element konteksta u okviru kojeg se oglašen brend doživljava, procesira i razvija. Rezultati eksperimentalnog istraživanja su potvrdili da medijska sredstva nisu samo pasivni prenosioci poruka, već da obezbeđuju komunikacionu pozadinu koja može da utiče na efektivnost oglašavanja. Glavni rezultati, na osnovu kojih su potvrđene hipoteze, pokazuju da odabir medijskih sredstava za oglašavanje igra važnu ulogu kada je u pitanju nepoznat brend. Rezultati su takođe potvrdili hipoteze da su dobro etablirani brendovi relativno imuni na uticaje medijskih sredstava u kojima se oglašavaju.
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