How banner ads can be effective: investigating the influences of exposure duration and banner ad complexity

Material Type Article Language English Title How banner ads can be effective: investigating the influences of exposure duration and banner ad complexity Author(S) Kai-Yu Wang (Author) Abstract   This research examines the impacts of exposure duration and banner ad complexity on advertising persuasion in a web advertising environment. Processing fluency is used to explain the underlying process that occurs among consumers during exposure to advertisements, and refers to the ease of stimulus encoding and processing that is facilitated by prior exposure to a banner ad. Based on previous studies (e.g. Reber et al. 1998), this research used a priming phase and a testing phase, in which respondents viewed two banner ads for the same brand ... Pagination p 121-142 Subject Management Descriptors Advertising Journal Title International Journal of Advertising     Permanent Links click here