Advertising in context: The importance of context in media placement

Patrick Adams

This article describes a new study which reveals that the relevance of the message environment is more important than the quality of the medium in which it is placed.

Advertising in context: The importance of context in media placement

Patrick AdamsManning Gottlieb OMD

A new study reveals that the relevance of the message environment is more important than the quality of the medium in which it is placed.

Context is King

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

For all the increased sophistication of the advertising industry over the past few years, just about the only thing we can say with any degree of certainty about advertising is that we don't really know how it...

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