Consumers were asked how they would feel (% positive feeling vs. % negative feeling) towards brands being advertised based on their relationship to the surrounding content as described in the following ways:
- An advertised product that is directly referenced in the surrounding content
- An ad that visually matches the surrounding content
- An ad that draws a thematic link between the surrounding content and the advertised product
- An ad that features the same celebrity as the surrounding content
- An advertised product that is indirectly related to the surrounding content
- An advertised product that is completely unrelated to the surrounding content
