Advertising in context: Place ads at most likely purchase occasions

Richard Shotton

This article argues that advertisers should optimise the timing, social setting and media context of ads to influence purchase decisions and maximise effectiveness.

Advertising in context: Place ads at most likely purchase occasions

Richard ShottonZenithOptimedia

Studies show that optimising the timing, social setting and media context of the message is critical in influencing purchase decision and maximising campaign effectiveness.

Context is King

This article is part of a collection of articles on the importance of context in advertising. Read more.

One of the underlying assumptions of classical economics is that people have a relatively stable set of preferences. If we like a brand one day, we'll like it the next. However, research from behavioural economics has undermined this belief. Our...

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