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Transmedia Marketing by Anne Zeiser

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CHAPTER 25 Advertising Context

Not only is your creative content supremely important, but so too is its context through its delivery system and placement within it. You can control its placement as a media buy, native advertising, or product placement. But, sometimes your ad’s context shifts and you must react when world events change its cultural suitability.

If your media property’s ad doesn’t make sense in the place, time, moment, and cultural context, it might be a bust. So you must be aware of your marketing campaign from a 360° perspective at all times.

Physical Context

With the vast array of platforms, context is paramount. Your ad’s physical context will impact how audiences will receive your planned marketing message. To ensure your ...

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