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Les effets de la congruence entre le support et l'annonce sur l'efficacité publicitaire : le cas de la presse magazine.

Abstract : Issues related to advertising effectiveness have been widely studied in marketing to understand the mechanisms by which consumers are influenced. The models were generally oriented toward the content of the advertisement. Nevertheless, related media planning issues have received less attention. A state of the art on media planning helps to highlight the limits of audience measures as the main criterion in the selection of advertising spaces. The literature review also points out the interest of the investigation of interactions between ad and its vehicle (Part I, Chapter I). The communication theories and models of information processing provide insights for a better understanding of how the context may influence the reception of a message (Part I, Chapter II). In marketing, the concept of congruence is a useful tool to study these interactions in a synthetic way. This theoretical framework allows to build a research model (Part II Chapter I). Then, an experimental protocol is developed to test the resulting hypotheses (Part II, Chapter II). Analysis of data collected from 366 students doesn't support the influence of perceived congruence between magazine and advertisement on advertisement recall. The assumptions about attitude are broadly supported by the data (Part III, Chapter I). When put into perspective with the literature, these results show contributions to our field of research, even if limits must be taken into account. This work ultimately opens several research avenues in the selection of advertising space area, the research on the concept of congruence and the epistemology of measure (Part III, Chapter II).
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  • HAL Id : tel-01752734, version 1


Jean-Philippe Nau. Les effets de la congruence entre le support et l'annonce sur l'efficacité publicitaire : le cas de la presse magazine.. Gestion et management. Université Nancy 2, 2010. Français. ⟨NNT : 2010NAN22002⟩. ⟨tel-01752734⟩



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