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Factors Affecting Online Advertising Recall: A Study of Students

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  • DANAHER, PETER J.
  • MULLARKEY, GUY W.

Abstract

In this article we examine factors that might impact on web advertising recall and recognition. These factors include the viewing mode, duration of page viewing, and web page context factors, including text and page background complexity and the style of the banner advertisement. Via an experimental design conducted on a student sample, we manipulate these factors over several levels. The key finding is that the longer a person is exposed to a web page containing a banner advertisement, the more likely they are to remember that banner advertisement. We also find that recognition scores are much higher than both unaided and aided recall scores. Finally, web users in a goal-directed mode are much less likely to recall and recognize banner advertisements than users who are surfing a site.

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Bibliographic Info

Article provided by Cambridge University Press in its journal Journal of Advertising Research.

Volume (Year): 43 (2003)
Issue (Month): 03 (September)
Pages: 252-267

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Handle: RePEc:cup:jadres:v:43:y:2003:i:03:p:252-267_03

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Cited by:
  1. Yi Zhu & Kenneth C. Wilbur, 2008. "Strategic Bidding in Hybrid CPC/CPM Auctions," Working Papers 08-25, NET Institute, revised Oct 2008.
  2. Oliver Rutz & Randolph Bucklin, 2012. "Does banner advertising affect browsing for brands? clickstream choice model says yes, for some," Quantitative Marketing and Economics, Springer, vol. 10(2), pages 231-257, June.
  3. Anindya Ghose & Sha Yang, 2007. "An Empirical Analysis of Search Engine Advertising: Sponsored Search and Cross-Selling in Electronic Markets," Working Papers 07-35, NET Institute, revised Sep 2007.

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