Cognitive impact of banner ad characteristics : An experimental study

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journal

127 Scopus Citations
View graph of relations

Author(s)

  • Hairong Li
  • Janice L. Bukovac

Related Research Unit(s)

Detail(s)

Original languageEnglish
Pages (from-to)341-353
Journal / PublicationJournalism and Mass Communication Quaterly
Volume76
Issue number2
Publication statusPublished - 1999

Abstract

Banner ads function as both image and direct response advertising. Industry wisdom assumes that banner ad characteristics affect the viewer's recall and clicks; however, most evidence is anecdotal. This study examines the viewer's cognitive response as a function of banner ad size and type in a lab experiment. The study finds that animated banner ads result in quicker response and better recall than non-animated banner ads and that large banner ads lead to better comprehension and more clicks than small banner ads. User mode - information-seeking or Web-surfing - was not found to affect the viewer's response to banner ads.

Citation Format(s)

Cognitive impact of banner ad characteristics : An experimental study. / Li, Hairong; Bukovac, Janice L.

In: Journalism and Mass Communication Quaterly, Vol. 76, No. 2, 1999, p. 341-353.

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journal