Before you place your next ad, think carefully about its location. Research at Northwestern University and the University of Iowa discovered that where and when your advertising appears may influence whether consumers react to it positively or negatively.

While some media buyers opt for space in a lower-key environment so that their ads stand out, others believe it's more effective to place their ads in an exciting medium, one in which consumers are engaged with the material. The study revealed that of these two schools of thought, the latter is more likely to be better received.

Consumers who are engrossed in what they are reading, seeing or hearing become irritated by ads that intrude on that immersion. Thus, the audience projects this negative sentiment onto the brand, thinking of it as an uninvited guest. Engaged readers, meanwhile, may be positively inclined toward relevant advertising that comes at the end of a story or program, since the ads enhance rather than disrupt.

The study found these results were particularly true for consumers to whom the brand is relevant.

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