An investigation of newspaper ad memory as affect context involvement and ad size-a korean case

The relationship between ad memory and context involvement has been investigated mainly in the contexts of TV and magazine advertising. Little research has been conducted to examine this relationship in newspaper advertising. The relationship is found to be negative in magazine advertising. Based on the theory of automatic vs. strategic processing, however, this study hypothesizes in newspaper advertising that article readership (a measure of context involvement) positively affects ad memory. Another issue this study deals with concerns the relationship between ad size and ad memory. Past research reveals that this relationship is positive in both magazine and newspaper advertising. This study addresses a factor moderating this relationship; as ad space increases on a newspaper page, article space decreases. In the newspaper advertising context where the moderating factor works, this study hypothesizes that ad size affects ad memory in an inverted-U pattern. Data collected in surveys conducted a year apart in Korea support the hypotheses.