TY - JOUR
AU - Bukovac, Janice L.
AB - 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.
TI - Cognitive Impact of Banner Ad Characteristics: An Experimental Study
JF - Journalism & Mass Communication Quarterly
DO - 10.1177/107769909907600211
DA - 1999-06-01
UR - https://www.deepdyve.com/lp/sage/cognitive-impact-of-banner-ad-characteristics-an-experimental-study-RZ3i9s74jt
SP - 341
EP - 353
VL - 76
IS - 2
DP - DeepDyve
ER -