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The Impact of Content and Design Elements on Banner Advertising Click-through Rates

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  • LOHTIA, RITU
  • DONTHU, NAVEEN
  • HERSHBERGER, EDMUND K.
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    Abstract

    This study investigates the impact of content and design elements on the click-through rates of banner advertisements using data from 8,725 real banner advertisements. It is one of the first empirical studies to examine banner advertising effectiveness (measured by click-through rates) and also one of the first to examine the differences between business-to-business (B2B) and business-to-consumer (B2C) banner advertisements.The authors acknowledge the financial and data support of Michael Moore and Marianna Dizik in the conduct of this study.Content elements examined include the use of incentives and emotional appeals. Design elements examined include the use of interactivity, color, and animation. Results suggest that content and design elements do not work the same way for B2B and B2C banner advertisements.

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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): 04 (December)
    Pages: 410-418

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    Handle: RePEc:cup:jadres:v:43:y:2003:i:04:p:410-418_03

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    Cited by:
    1. Mariea Hoy & May Lwin, 2008. "An International Perspective of Online Disclosure Presentation: A Comparison of Banner Ad Disclosures from United States, United Kingdom, and Singapore Web Sites," Journal of Consumer Policy, Springer, vol. 31(3), pages 327-347, September.
    2. Bellman, Steven & Schweda, Anika & Varan, Duane, 2012. "Interactive TV advertising: iTV ad executional factors," Journal of Business Research, Elsevier, vol. 65(6), pages 831-839.
    3. Yi Zhu & Kenneth C. Wilbur, 2008. "Strategic Bidding in Hybrid CPC/CPM Auctions," Working Papers 08-25, NET Institute, revised Oct 2008.
    4. Wang, Ying & Sun, Shaojing, 2010. "Assessing beliefs, attitudes, and behavioral responses toward online advertising in three countries," International Business Review, Elsevier, vol. 19(4), pages 333-344, August.
    5. Lili Hai & Lan Zhao & Anna Nagurney, 2010. "An integrated framework for the design of optimal web banners," Netnomics, Springer, vol. 11(1), pages 69-83, April.

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