Abstract
This investigation builds on previous research streams to introduce a new concept – programme–ad congruence – into advertising research. Programme–ad congruence is defined as the integration of the entertainment into the advertisement. This research identifies three specific types of congruence (actor congruence – matching the people; plot congruence – matching the situations; and language congruence – matching the verbal elements) and uses experimental design to test viewer response in three separate studies. Results indicate an overall effect of programme–ad congruence and demonstrate that each type of programme–ad congruence has a significant effect on consumer response. Moreover, involvement was found to mediate the effect of congruence, indicating it may play a significant role in the process by increasing the personal relevance of the advertisement. Implications are provided.
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