Commentary

Ad integration works

Dr. Marci recounted an example of the same car ad in two different contexts. The first was a traditional "cold open" -- appearing following content that's not related to cars or anything. The second was an integration with the show "Glee," following a scene in which cheerleaders were washing cars. Guess which car ad received substantially higher emotional engagement from the get-go?
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About the Author

Erik Sass is editor of Publishers Daily. You can reach Erik at eriksass@gmail.com.

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