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.
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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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Word 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 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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