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NEW YORK New research casts doubt on the long-held belief that advertising is most effective when placed near content related to the product.
Yahoo! and MediaVest recently studied a group of consumers passionate about a particular subject area. Product ads displayed out of context had roughly the same impact on brand preference as identical placements shown next to related content.
Yahoo! asked self-identified food lovers to rate various brands, including the single-serve gourmet coffee product Tassimo.
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