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
Member Only Access
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.