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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.
