The temporal context of media consumption affects advertising effectiveness from "summary" of Time and Media Markets by Alan B. Albarran,Angel Arrese Reca
The timing of when consumers engage with media can have a significant impact on the effectiveness of advertising messages. This temporal context plays a crucial role in how individuals process and respond to advertisements, influencing their level of attention, receptivity, and engagement with the brand message. When consumers are in a positive or receptive mood while consuming media, they are more likely to pay attention to and remember advertising content, leading to greater impact and effectiveness. For example, individuals may be more open to advertising messages during certain times of the day when they are relaxed, such as in the evening after work or on weekends. During these times, consumers may have more time to engage with and process advertising c...
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