Advertise in the Same Topic Domain

Help viewers imagine using your product by advertising in the same semantic domain.

An ad for a cooking class being shown on a cooking website

Overview

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.