How does media context affect ad memory? This summary of a meta-analysis of quantitative studies pieces together part of the puzzle to shed new light on the relationships between media context and ad memory. The findings also provide valuable guidance.
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To what degree does advertising context affect consumers’ perceptions and response to the advertising? What is the effect on ad performance? Yes, ignoring context can be risky. In fact, context is likely to impact ad performance – positively or negatively – as six decades of research show.
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TV commercials are getting shorter and shorter, mimicking their digital counterparts, but how good are they at capturing viewers’ attention? ARF research comparing the effectiveness of more than 3,000 short-form TV advertisements found that what drives visual attention to :06s differs from the drivers for :15s and :30s.
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How can you protect your brand from an “ambush”? Evolving ambush marketing tactics spurred researchers in Canada and the U.K. to undertake the task of redefining the different forms and offering practical guidance and strategies to both sides of the practice.
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Practitioners who develop native advertising campaigns should pay close attention to where they place mentions of their brand. This empirical study found that a poorly written article that is associated with a brand message will lead to negative perceptions about both the brand and the credibility of the news source.
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Rumors of TV’s death have been greatly exaggerated, according to studies conducted by Nielsen Catalina for CBS; they indicated that TV is more likely to be “on target” than digital. The studies also found that Creative remains the key factor contributing to sales, although its impact has diminished, while that of Media has grown.
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Marketers and store managers invest significantly in endcaps— end-of-aisle displays intended to reach as many shoppers as possible. A seven-year Australian cross-country study analyzed where shoppers spend the most time in a store and which endcap space has the greatest potential reach. What do you think they found more valuable: front or back of the store?
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How to get consumers to pay attention to advertising, widely seen as antecedent to ad success, has been an important issue for marketers for decades. The ever expanding increase in media vehicles and platforms – with increased multitasking – has arguably made this issue more important than ever. At the same time, new research, including studies that were presented at the AudiencexScience conference, are generating new insights, but also new questions, on the value of “attention”.
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