The document discusses the effectiveness of topical ads that match brand messages with specific moments, addressing the incongruency that can arise when they do not. Research indicates that while congruent ads generally yield positive results, incongruent ads can engage consumers by presenting a 'puzzle' that they enjoy solving, leading to positive evaluations if resolved. The study's findings suggest that integrating brand and moment associations in topical ads can diminish incongruency and enhance ad and brand evaluations.

1. Topical advertising:
how a topical brand message can
solve the incongruity between the
advertising brand and the moment
Dr. Suzanne de Bakker
Lectoraat Human Experience & Media Design

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Introduction
• Brands need to offer the right content at the right moment
• Topical ads seem to be effective
• Research into the audience and content characteristics of brand
messages on social media
• Lack of research into moment-related characteristics of brand
messages
• -> Match the brand with the moment

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Congruency theory
• Congruency: information that is expected and that fits current
associations
• Incongruency: information that is in conflict with current
associations
• Marketers prefer topical advertisements that are congruent
(Dahlén & Lange, 2004; Dahlén, Lange, Sjödin & Törn, 2005; Sjödin & Törn, 2006)

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Congruency topical ad, brand, moment

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Congruency topical ad, brand, moment

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But what about incongruent messages?

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Incongruency between brand and moment

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Incongruency > congruency
• Studies on congruency show mixed results:
• Congruent ads show positive, but limited effects
• Incongruent ads show positive effects
• Incongruent ads:
• Incongruency is a puzzle
• Consumers like to solve a puzzle
• If the puzzle is solved: happy! -> positive evaluation
• If puzzle is not solved: frustrated -> negative evaluation
(Dahlén & Lange, 2004; Alba & Hutchinson, 1987; Pechmann & Stewart, 1990; Chattopadhyay &
Nedungadi, 1992; Dahlen, 2001; Machleit & Wilson, 1988; Meyers-Levy &Tybout, 1989; Phillips 2000)

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Incongruency between brand and moment

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Incongruency between brand and moment

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Hypotheses
A topical advertisement, of which the advertising brand is incongruent to the moment that is
referred to, but where the topical advertisement:
H1: (a) integrates the associations of the brand and the moment: the incongruency diminishes,
and (b) is more likely to score higher on ad evaluation, brand evaluation and engagement,
than a topical advertisement, of which the advertising brand is congruent to the moment that is
referred to.

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Hypotheses
A topical advertisement, of which the advertising brand is incongruent to the moment that is referred
to, but where the topical advertisement:
H2: (a) does not integrate the associations of the brand and the moment: the incongruency remains,
and (b) is more likely to score lower on ad evaluation, brand evaluation and engagement,
than a topical advertisement, of which the advertising brand is congruent to the moment that is
referred to.

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Experimental conditions

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Type of moment

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Within-subjects design
Condition 1 Condition 2 Condition 3

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Measurements
• Before showing topical advertisements:
• Attitude of brand: based on Zaichkowsky (1994) α=.89 (Hema), α=.90 (Stabilo), α=.91 (ING)
• Fit brand and moment
• After showing topical advertisements:
• Manipulation check: The link between brand and moment: based on Drengner, Steffen and Zanger (2011)
• (in)congruency between brand, moment and topical ad: based on Drengner, Steffen and Zanger (2011)
• Evaluation of (topical) advertisement: Mitchell (1986)
• Evaluation of brand: Ruth and Simonin (2003)
• Engagement with the topical ad: based on Schivinski, Christodoulides and Dabrowski (2016)

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Respondents
• Initial respons: 590 participants
• Final respons: 434 participants
• 33% male, 67% female
• Mean age: 43.42 years (range: 18-77)
• Working or studying in communications and/or marketing: 37%

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Manipulation check: Hema & Kingsday
Item: The fit between the moment that is referred to in the topical ad and the brand Y of the
topical ad is (1 = very weak to 5 = very strong)
Hema & Kingsday: 3.43 (SD = 1.16)

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Manipulation check: Stabilo & Election day
Item: The fit between the moment that is referred to in the topical ad and the brand Y of the
topical ad is (1 = very weak to 5 = very strong)
Stabilo & election day: 3.81 (SD = .90)

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Manipulation check: ING & Start of summertime
Item: The fit between the moment that is referred to in the topical ad and the brand Y of the
topical ad is (1 = very weak to 5 = very strong)
ING & start of summertime: 2.12 (SD = 1.06)

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Manipulation check: overall results
Degree of (in)congruency of brand and moment AFTER seeing the topical ad
Repeated measures: : F(2, 586) = 273.42, p < .001.
Contrasts show that means of Hema and Stabilo differ significantly: F(1, 293) = 23.84, p < .001
Contrasts show that means of Stabilo and ING differ significantly: F(1, 293) = 539.40, p < .001.

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(in)congruency brand and moment: H1a and H2a
Before seeing ad: Repeated measures: F(1.938, 616.276) = 541.224, p < .001.
After seeing ad: Repeated measures: F(2, 586) = 273.42, p < .001.

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Dependent variables: evaluation of topical ad and brand
Evaluation ad: Repeated measures: F(1.960, 574.295) = 155.27, p = .000.
Evaluation brand: Repeated measures: F(1.777, 520.771) = 203.16, p = .000.

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Dependent variables: evaluation of the brand

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Dependent variables: engagement

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Conclusions: Hypotheses
A topical advertisement, of which the advertising brand is incongruent to the moment that is
referred to, but where the topical advertisement:
H1: (a) integrates the associations of the brand and the moment: the incongruency diminishes,
H2: (a) does not integrate the associations of the brand and the moment: the incongruency
remains,
Incongruency can be solved for a small part by a topical ad, but the link between a brand and a
moment remains weak.

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Conclusions: Hypotheses
A topical advertisement, of which the advertising brand is incongruent to the moment that is referred
to, but where the topical advertisement:
H1: (a) integrates the associations of the brand and the moment: the incongruency diminishes, and
(b) is more likely to score higher on ad evaluation, brand evaluation and engagement,
than a topical advertisement, of which the advertising brand is congruent to the moment that is
referred to.
No difference between the two conditions!

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Conclusions: Hypotheses
A topical advertisement, of which the advertising brand is incongruent to the moment that is referred
to, but where the topical advertisement:
H2: (a) does not integrate the associations of the brand and the moment: the incongruency remains,
and (b) is more likely to score lower on ad evaluation, brand evaluation and engagement,
than a topical advertisement, of which the advertising brand is congruent to the moment that is
referred to.
H2b can be confirmed, but this condition also scores lower than the topical ad that solves the
incongruency.

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Implications
• Topical ad can solve the incongruency between brand and
moment
• Associations of the brand and associations of the oment must
be integrated in the topical ad
• Incongruency brand and moment:
When solved by topical ad: same positive effects as topical ad
for congruency brand and moment

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Discussion
• More evaluations to do!
• Within-subjects design
• Self-selection of participants
• Reputation of organisations: Money laundering of ING
• Studying the role of creative advertising: divergent and relevant
advertising

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Thank you!
Thanks to Charlotte van Hooijdonk (Vrije Universiteit
Amsterdam) for helping with selecting the topical
advertisiments and developing the experiment.
Questions?
Suzanne.deBakker@hu.nl
@sdebakker

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