New Business

Ads and Contextual Elements

Advertising is a form of communication that intends to attract consumers to purchase the goods or services being offered. But, how do contextual elements affect the intended message that companies want to transmit to consumers through ads. Not just the message will influence user’s perception about the goods or services, but also their sensitivity will be modified by other secondary elements such as the location of the ad, the background where it is shown and the nearby atmosphere. Yet, intrinsic elements can also affect consumer’s perception about the ad such as their opinion about the brand and their mood for example.

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