ARF ORIGINAL RESEARCH - How Ad Creative Can Benefit from Context Effects

  • Duane Varan; Horace Stripp; Steve Bellman - THE ARF ORIGINAL RESEARCH
  • Media Science; The ARF; Ehrenberg-Bass
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Summary

Yes, context does matter in how advertising communicates, according to neuroscience studies conducted as part of the ARF’s “How Advertising Works” project. In examining the impact of humorous, fear-inducing, and sentimental programs, the studies yielded surprising and valuable findings such as this: sentimental ads may benefit from context alignment, boosting both memory and ad liking.