Advertising
Advertise in the Same Topic Domain
Help viewers imagine using your product by advertising in the same semantic domain.
An ad for ketchup performed better when it appeared after an ad for mayonnaise (Lee & Labroo, 2004).
Mayonnaise activated the domain of condiments, which helped people imagine buying ketchup.
Selling a course on cooking? Advertise your course in cooking domains. The idea of “cooking” will already be activated in those people — thus, they can imagine watching your course.
- Lee, A. Y., & Labroo, A. A. (2004). The effect of conceptual and perceptual fluency on brand evaluation. Journal of Marketing Research, 41(2), 151-165.