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Parent Category: Article
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Category: Management
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 | | |
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