In today’s social climate, brands must constantly be aware of social issues. The cost of ignorance can be substantial. Negative brand adjacency can not only damage a brand’s reputation, it can have a direct impact on its bottom line as well.
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This addition to the ARF’s Context Effect Project provides compelling evidence for the impact of context effects on advertising effectiveness, based on an exhaustive literature search and original ARF research. While the review notes that there is no simple one-size-fits-all rule, it provides insights that can help marketing, agency and research executives who seek to improve advertising outcomes.
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To tackle the rarely studied topic of how a TV commercial affects ones that follow, this study analyzed the halo effects of two types of ads with important findings. Among them, it showed that an ad evoking negative feelings, such as anger or fear, can affect the ad that follows in terms of ad evaluations, brand perceptions, and purchase intent. The authors also raised a question regarding context in programmatic buys.
Member Only AccessWord of Mouth messaging can drive sales. But do online conversations represent the entirety of WOM impact? No, according to Engagement Labs. Their work shows how online and offline conversations differ, and how important it is to drive both to maximize WOM impact.
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This may bring a smile to your face. A celebrity’s smile can go a long way toward improving perceptions about an ad and purchase intent, especially when it’s perceived as genuine. The quality of a smile can even help to offset negative attitudes toward the celebrity, which can help brands minimize the need to replace celebrity talent, if a celebrity “falls from grace.”
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Optimizing mobile creative was identified by the ARF as a priority industry issue in 2017 and led to original “How Advertising Works, Today” studies. Learning showed that the majority of mobile ad campaigns do not deliver optimal ad creative and revealed five ways to make such advertising more successful and reduce ad avoidance.
Member Only AccessBrands are built in the brain. The ARF’s experiments with neuro-science since 2011 have demonstrated that great creative resonates with consumers’ hearts and minds. But as consumers watch ads on multiple devices, are the neural processes still as potent? This ARF Original Research demonstrates the neural synergies across media platforms to bolster ad recall.
Member Only AccessWhat aspects of context alignment have the most impact on ROI? Research on context effects from the ARF’s “How Advertising Works, Today” project reinforced prior work showing that context does affect ROI, while offering new learning, including suggestions to enhance ROI, such as considering media involvement, creative message, and clutter.
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