Print Advertising Context Effects

Abstract

An expanded view of the advertisement credibility construct will offer a more complete representation of the factors that contribute to credibility and its outcomes. Based on recent proposed revisions to the advertising communication process model, a revised model of advertisement credibility is offered. A test of a portion of the model supports the inclusion of media credibility as a dimension of advertisement credibility and as an influence on attitude toward the ad, on attitude toward the brand, and on purchase intentions.

Key Words:

• Advertising
• attitudes
• brands
• communication process model
• credibility
• integrated marketing communications (IMC)