Consumers punish interruptions in story time

12/17/2008 | Kellogg Insight

Intrusive ads in the middle of an engaging story are likely to backfire, a series of experiments on college students reveals. The research may be reason to reconsider certain targeted ads, because it suggests companies may be paying more for media placements that generate less positive feelings. The solution may be as simple as putting the ad at the end of a TV show or magazine article rather than in the middle.

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