Context’s role in advertising engagement

This article is part of a series of articles on context’s role in advertising engagement. Read more.

Modern marketing practices often eschew recognised fundamentals in favour of perceived higher-level approaches. Campaign effectiveness, however, has witnessed the first consistent fall in some 20 years. The way out of this lack of effectiveness is to meld the contextual fundamentals of media planning with technological rigour.

Context is the notion that the placement of communications affects their interpretation and therefore the potential for effectiveness. The relationship that your communications have with 'where' they are read/seen/heard is often referred to as the 'framing effect', a behavioural bias confirmed by a study (Deppe et al., 2005) where 21 subjects were asked to judge 30 news magazine headlines as either true or false. These headlines had to be judged within four separate magazine brands with varying credibility and, as expected, the more credible the publication, the more susceptible the belief that the headline was true.