Whenever a consumer sees an advertisement, it is not in isolation, but in a context. “Context” usually refers to the media space in which the advertisement is embedded: for example, a commercial in a television program, an ad in a magazine or on the radio, a banner on a website or a video in a social media feed.
Does this kind of context impact consumers’ perceptions of and response to the advertising and, if so, how does context impact advertising?
A large body of research, spanning six decades, has shown that context is likely to affect ad performance, both positively...