Onderzoeksartikel

Invloed van format en tijdschriftkenmerken op aandacht, waardering en acceptatie van mengvormen van reclame en redactionele inhoud

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Abstract

Although the mixture of advertising and editorial content has proliferated in the last decade, research on effects of this mixture is very limited. This study examines reactions toward two mixtures in magazines that differ in degree of editorial formatting: theme features and advertorials. The survey among subscribers (n = 316) to five different magazines showed that the advertising format with the highest degree of editorial formatting generated more attention, appreciation, and acceptation. Furthermore, audience reactions towards these mixtures were influenced by the quality and informational value of magazines. In addition, the results showed that both theme features and advertorials were more appreciated than advertisements. The findings of this research did not corroborate the concern about deceptiveness and the misleading character of brand placements in magazines. This study adds to insight in effects of subtle advertising and shows that intertwining of advertising and editorial content appears to be a promising format advertisers and publishers.

How to Cite:

Van Reijmersdal, E., Neijens, P. & Smit, E., (2004) “Invloed van format en tijdschriftkenmerken op aandacht, waardering en acceptatie van mengvormen van reclame en redactionele inhoud”, Tijdschrift voor Communicatiewetenschap 32(2), 128–141. doi: https://doi.org/10.21825/tvc.93097