The Priming Effect: Why you should review your ad placement strategy
When budgets are tight marketers often have to choose between editorial coverage and advertising, thinking: ‘If my brand is covered by 3 pages of editorial maybe I can cut the brand advertising?’ Maybe not.
A recent study conducted by Emotional Logic in car magazines showed that brands that supported their editorial with brand advertising were less likely to be dropped from the shortlist and more likely to become the favourite brand. One reason for this is the priming effect – a brand advert placed immediately before editorial coverage primes readers and can more than double the amount of time people spend reading the editorial pages. More exposure for the brand.
The study used eye tracking with current car buyers split into two cohorts – one group read a car magazine where all car brand advertising was removed. The second group read the identical magazine with 25 car brand adverts added. The study investigated how the inclusion of car brand advertising changed the reading behaviour of the car buyers.
In one example, a road test between three car makes, one brand editorial went from the least read to become the most read of the three cars – simply through the addition of an advert for that specific brand immediately before the editorial feature.
The priming effect is only one of several new insights discovered through this innovative methodology.
Emotional Logic will be presenting their MRS award-winning paper at the Insight Show Showcase Stage on 6th of March at 15.30.