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Micael Dahlen

Publisher-Based Optimization in Mobile Marketing Because the Medium Is the Message

In 1960, Marshall McLuhan noted philosopher, academic and media critic, coined the expression “the medium is the message.” Since then, marketers and researchers have found that media context impacts ad recall, recognition, level and nature of processing, attitude, cognition, brand attitude, and purchase intent (source: “The Medium As A Contextual Cue,” Micael Dahlen, Journal of Advertising). These results make sense. When we’re reading about travel, we’re intuitively more open to marketing messages about hotels and vacation…