TY - JOUR
T1 - Different forced-exposure levels to banner advertisements
AU - Cho, Chang Hoan
AU - Lee, Jung Gyo
AU - Tharp, Marye
PY - 2001
Y1 - 2001
N2 - This study explores the effects of different levels of forced exposure to banner ads on advertising responses such as advertising perception, clicking of banner ads, banner attitude, brand attitude, and purchase intention. The study employed a within-group experimental design using online data collection technology called Cold Fusion. It was found that the degree of forced exposure to banner ads had a significantly positive relationship with advertising perception and clicking of banner ads. Unexpectedly, it was also found that the banner ad presented in the format of the highest forced-exposure level also yielded the most desirable advertising effects (i.e., favorable attitude toward the banner ad, favorable attitude toward the brand, and high purchase intention).
AB - This study explores the effects of different levels of forced exposure to banner ads on advertising responses such as advertising perception, clicking of banner ads, banner attitude, brand attitude, and purchase intention. The study employed a within-group experimental design using online data collection technology called Cold Fusion. It was found that the degree of forced exposure to banner ads had a significantly positive relationship with advertising perception and clicking of banner ads. Unexpectedly, it was also found that the banner ad presented in the format of the highest forced-exposure level also yielded the most desirable advertising effects (i.e., favorable attitude toward the banner ad, favorable attitude toward the brand, and high purchase intention).
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U2 - 10.2501/JAR-41-4-45-56
DO - 10.2501/JAR-41-4-45-56
M3 - Article
AN - SCOPUS:0038265052
VL - 41
SP - 45
EP - 56
JO - Journal of Advertising Research
JF - Journal of Advertising Research
SN - 0021-8499
IS - 4
ER -