Advertising context, elaboration, and attitude strength - what does it mean for the travel industry?

To answer this question, you should read the finds from Bendik Samuelsen: "Contextual priming and attitude change processes: Advertising context, elaboration, and attitude strength", Dissertation.

How to be visible for your customers? Do you manage to "catch their eyes"?

As Samuelsen describe it: The advertisements consumers are bombarded with every day normally occur in a context. Editorial stories in print media, TV shows, and other advertisements or commercials are examples of such contexts. The context in which advertisements are embedded can vary in congruity with the content of the advertising messages.

So what the best thing you can do as an advertiser for you tour offers?

In combination, the results from his two studies indicate that congruence between advertising context and advertising content can increase elaboration likelihood, and consequently also drive attitude resistance and attitude confidence.

Advertises give biggest effects when they are places in an environment which matches the advertises contentent. Then the clients learn more, and establish stronger attitudes to the visible brands.

Stein Morten Lund, 6 May 2005

Additional information

Handelhøyskolen BI, Oslo, Norway:
Read more details from the survey on http://www.bi.no/templates/artikkel2____29752.aspx

Information in Norwegian:
Treffsikker annonsering: [18.11] Annonser har størst effekt når de står plassert i et miljø som matcher annonsens innhold. Da lærer kundene mer, og etablerer sterkere holdninger til det aktuelle merket. Det påviser førsteamanuensis Bendik Samuelsen ved Handelshøyskolen BI i en fersk doktorgradavhandling.

Førsteamanuensis Bendik Samuelsen ved Handelshøyskolen BI disputerer lørdag 20. november for doktorgraden ved Norges Handelshøyskole (NHH) i Bergen med avhandlingen : "Contextual priming and attitude change processes: Advertising context, elaboration, and attitude strength" .

Les mer på websiden til (Handelshøgskolen Bedriftsøkonomisk Institutt): www.bi.no.

Travel Explorations is specialized in promotion of tour operators tours and travel services:
Our business concept is based on inspiring articles inluded photos and film for supporting tour operators advertises and presentations It`s makes their marketing efforts stronger, more credible and rewarding. For "catching" the travellers eyes, contact us for effectful advertising on e-mail: stein@travelexplorations.com.