Cutting Through the Advertising Clutter: The Influence of Ad-Context Familiarity on Attention and External Search Behavior

摘要

In today's multiscreen environment, consumers' limited attention is of great concern to advertisers. Moreover, con-sumers are demanding a more connected experience across multiple marketing channels (Highfield 2011). At the same time, some marketers argue that digital media should not exist as a stand-alone advertising vehicle, but should be inte-grated with offline media (e.g., Smith 2004; Hannay 2007). An effective alternative to attempting to eliminate the impact of traditional media-as some digital marketers tend to do-is to include digital solutions within traditional advertisements. However, research devoted to this idea is scarce, and the extant literature does not address how to implement a digital strategy when executing a multichannel advertising campaign.