Context Effects: Can context make advertising more effective?

A large body of research showing how context is likely to affect ad performance, both positively and negatively, has gained relevance as advertisers worry about seeing their ads placed in inappropriate places – especially in digital environments.

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...