THE FUNCTION OF FORMAT: Consumer Responses to Six On-line Advertising Formats

Kelli S. Burns · Richard J. Lutz

146 citations0/0 files storedJournal of Advertising

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Digital Marketing and Social Media Marketing and Advertising Strategies Consumer Market Behavior and Pricing

Abstract

This study represents an initial empirical test of a new construct--attitude toward on-line advertising format (Aformat). An on-line survey was used to examine both antecedents and consequences of Aformat for each of six on-line ad formats (e.g., pop-ups, banners, skyscrapers). Regression analyses revealed Aformatto be significantly related to attitude toward the ad (Aad) for all formats. Furthermore, Aformat was significantly related to self-reported on-line ad behaviors such as clickthrough. Overall, the results strongly suggest that the nature of the on-line ad format is an important characteristic that influences on-line advertising response.

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References

1997The Psychology of Attitudes 1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context 1986The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations 1981Designing Research for Application 1996Advertising Value and Advertising on the Web 1992Antecedents and Consequences of Attitude Toward the Ad: A Meta-Analysis 1998Adding Value in the Information Age: Uses and Gratifications of Sites on the World Wide Web 1998Public Attitudes Toward Advertising: More Favorable Than You Might Think

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