Factors affecting online advertising recall: A study of students

被引:118
作者
Danaher, PJ [1 ]
Mullarkey, GW [1 ]
机构
[1] Univ Auckland, Auckland 1, New Zealand
关键词
D O I
10.1017/S0021849903030319
中图分类号
F [经济];
学科分类号
02 ;
摘要
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.
引用
收藏
页码:252 / 267
页数:16
相关论文
共 70 条
[1]  
[Anonymous], EUROPEAN J MARKETING
[2]  
*ARF, 1961, BETT MED COMP
[3]  
Berthon P, 1996, J ADVERTISING RES, V36, P43
[4]  
Bezian-Avery A, 1998, J ADVERTISING RES, V38, P23
[5]  
BLACK J, 2001, BUSINESS WEEK O 0712
[6]  
Briggs R, 1997, J ADVERTISING RES, V37, P33
[7]  
BRIONES MG, 1998, MARKETING NEWS, V32, P16
[8]   Web commercials and advertising hierarchy-of-effects [J].
Bruner, GC ;
Kumar, A .
JOURNAL OF ADVERTISING RESEARCH, 2000, 40 (1-2) :35-42
[9]  
CHATTERJEE P, 1998, THESIS OWEN GRADUATE
[10]  
Chen QM, 1999, J ADVERTISING RES, V39, P27