Media context and advertising effectiveness: The role of context appreciation and context-ad similarity

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Narrative, transportation and advertising (2015, background): “Prior research shows that ads embedded in appreciated programming generate more favourable attitudes (de Pelsmacker, Geuens, and Anckaert 2002).”
How media factors affect audience responses to brand placement (2010, background): “Similarly, De Pelsmacker et al. (2002) showed that commercials surrounding highly appreciated television programmes led to higher recall.”
How and When Personalized Advertising Leads to Brand Attitude, Click, and WOM Intention (2021, methodology): “In line with the context appreciation theory (e.g., De Pelsmacker, Geuens, and Anckaert 2002), the platform in which the personalized advertisement is embedded can also be used as a source of information in the processing mechanism of personalized advertising.”