In a world inundated with advertisements, marketers often wonder what makes an ad memorable or effective. While many are focused on targeting specific demographics, decades of social psychology suggest that the context in which an ad is seen and the attention it receives are equally, if not more, important. This article dives into the idea that an ad's efficacy is highly dependent on these two factors: context and attention span. The Fundamental Attribution Error and Advertising A classic social psychology experiment from 1973 by Princeton University psychologists John Darley and Daniel Batson explored the "fundamental attribution error," the tendency to overestimate the importance of personality traits and underestimate situational factors when judging someone's actions. They found that people often fail to realize how much context matters in human behavior. In the marketing world, a similar error occurs when advertisers focus exclusively on target audiences, failing...
Do you want to improve your advertising productivity? If so, you need to do some research! In this blog post, we will discuss five research strategies that will help you achieve your goals. Research is essential for any business, and it is especially important when it comes to advertising. By using the right research methods, you can improve your chances of success and make sure that your advertising dollars are being spent in the most effective way possible. 1) Test the Advertising Creative with a Valid Performance Standard Any savvy businessperson knows that before launching a new product into the national marketplace, it is essential to test it among consumers. After all, why would you invest money in a product that may not even be successful? The same logic applies to advertising. Advertising is simply another product of human ingenuity and craft, and it makes sense to make sure that it will be successful before investing money in it. One way of ensuring this is to set a firm ...