The document discusses the relationship between consumer brand equity, media brand positioning, and advertising sales. It notes that high consumer brand equity can lead to attitudinal and behavioral loyalty among consumers. This loyalty can then provide benefits to advertisers like stability of audience reach and clearer communication of product offerings. The document also examines how the context and experience associated with media brands can impact advertising effectiveness through mechanisms like ad/context congruency, priming, excitation transfer, and halo effects. It stresses the importance of media brands understanding and catering to different audience experience segments.