Different forced-exposure levels to banner advertisements

Chang Hoan Cho, Jung Gyo Lee, Marye Tharp

Research output: Contribution to journalArticlepeer-review

109 Citations (Scopus)

Abstract

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).

Original languageEnglish
Pages (from-to)45-56
Number of pages12
JournalJournal of Advertising Research
Volume41
Issue number4
DOIs
Publication statusPublished - 2001

All Science Journal Classification (ASJC) codes

  • Communication
  • Marketing

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