How Context Can Make Advertising More Effective

Stip Horst

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How Context Can Make Advertising More Effective

机译：背景如何使广告更有效

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There is a rich body of scholarship-nearly 60 years' worth-on context effects in advertising, yet significant gaps remain. Most of the literature involves television, but with the digital marketplace in constant flux, advertisers and marketers risk missing key opportunities to be more effective at promoting their products and services across a variety of media. In 2017, in response to renewed interest among its members-and as part of its ongoing How Advertising Works initiative-the Advertising Research Foundation (ARF) addressed context effects by first reviewing the literature to date and then conducting its own original experiments with partnering firms. Around that time, other research also was in progress. In this essay, Horst Stipp, executive vice president of research and innovation at the ARF, describes the mixed results from the earlier body of work and explains how the more recent studies (2015-2018) provide new insights to advance theory and practice in this area. He concludes by offering suggestions for marketers on how this latest research can help them benefit from context in advertising.

机译：在学术领域拥有丰富的奖学金-近60年来对广告语境的影响，但仍存在巨大差距。多数文献涉及电视，但是随着数字市场的不断变化，广告商和营销商可能会错失关键机会，从而无法更有效地在各种媒体上推广其产品和服务。在2017年，为了响应其成员的重新关注-作为其正在进行的How How Works Works计划的一部分-广告研究基金会（ARF）通过首先回顾迄今为止的文献，然后与合作公司进行自己的原创实验来解决背景影响。大约在那时，其他研究也在进行中。在本文中，ARF研究与创新执行副总裁Horst Stipp描述了早期工作成果的喜忧参半，并解释了最近的研究（2015-2018）如何提供新的见解，以推动理论和实践的发展。区域。最后，他为营销人员提供了有关最新研究如何帮助他们从广告中受益的建议。

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《Journal of advertising research》 |2018年第2期|138-145|共8页
作者
Stip Horst;
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Advertising Res Fdn, New York, NY 10016 USA;

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1. Testing the Effectiveness of a Disclosure in Activating Children’s Advertising Literacy in the Context of Embedded Advertising in Vlogs [J] . Rhianne W. Hoek, Esther Rozendaal, Hein T. van Schie, Frontiers in Psychology . 2020,第a期

机译：在vlogs嵌入式广告的背景下测试披露披露的有效性
2. Testing the Effectiveness of a Disclosure in Activating Children’s Advertising Literacy in the Context of Embedded Advertising in Vlogs [J] . Hoek Rhianne W., Rozendaal Esther, van Schie Hein T., Frontiers in Psychology . 2020,第2期

机译：在vlogs嵌入式广告的背景下，在激活儿童广告识字中的披露中的有效性
3. Impact of Media Context On Advertising Memory: A Meta-Analysis Of Advertising Effectiveness [J] . Kwon Eun Sook, King Karen Whitehill, Nyilasy Greg, Journal of advertising research . 2019,第1期

机译：媒体语境对广告记忆的影响：广告效果的元分析
4. ADVERTISING VIA MOBILE TERMINALS: Delivering context sensitive and personalized advertising while guaranteeing privacy [C] . Rebecca Bulander, Michael Decker, Gunther Schiefer International Conference on E-Business and Telecommunicaiton Networks . 2005

机译：通过移动终端广告：提供上下文敏感和个性化广告，同时保证隐私
5. Cultural cues in advertising: Context effects on perceived model similarity, identification processes, and advertising outcomes. [D] . Hoplamazian, Gregory J. 2011

机译：广告中的文化提示：上下文对感知的模型相似性，识别过程和广告结果的影响。
6. Testing the Effectiveness of a Disclosure in Activating Children’s Advertising Literacy in the Context of Embedded Advertising in Vlogs [O] . Rhianne W. Hoek, Esther Rozendaal, Hein T. van Schie, 2020

机译：在Vlog中嵌入广告的背景下测试披露在激活儿童广告素养方面的有效性
7. Semiotic Production in the Context of the Economy Significatization (Or: How to Achieve an Effective Advertising in the Era of Virtual Capitalism?) [O] . Vidal Auladell Felip 2011

机译：经济意义化背景下的符号生产（或：在虚拟资本主义时代如何实现有效的广告宣传？）

How Context Can Make Advertising More Effective

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