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The medium is part of the message

Date of publication: October 15, 2000

Catalogue: ESOMAR Worldwide Advertising Conference 2000

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Authors: Alan Branthwaite, Karin Wood, Maria Christina Moya Schilling

Abstract:

This paper is based on the results of a global qualitative project covering 14 countries across North and South America, East and West Europe,Asia and Australia. Advertising clearly plays a substantial role in the construction and support of a brand's image in the mind of the consumer. Yet what do we understand about the media that carry these ideas, images and messages, their role in creating a relationship between consumer and brand, or how these vehicles may affect consumers' willingness to engage with the advertising and the interpretation of their message?

Alan Branthwaite

Author

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Karin Wood

Author

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Maria Christina Moya Schilling

Author

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The message is (or may be) the medium... But is certainly not the message! (French)

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe

Author: François Laurent

 

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Citation

Laurent, F. (1991a, June 15). The message is (or may be) the medium... But is certainly not the message! (French). ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/the-message-is-or-may-be-the-medium-but-is-certainly-not-the-message-french-


Research Papers

The message is (or may be) the medium... But is certainly not the message!

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe

Author: François Laurent

 

June 15, 1991

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Citation

Laurent, F. (1991a, June 15). The message is (or may be) the medium... But is certainly not the message!. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/the-message-is-or-may-be-the-medium-but-is-certainly-not-the-message-


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Laurent, F. (1990a, June 15). How the medium affects the message. ANA - ESOMAR. Retrieved May 13, 2025, from


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Citation

Branthwaite, Wood and Schilling (2000a, October 15). The medium is part of the message. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/how-the-medium-affects-the-message