Different Forced-Exposure Levels to Banner Advertisements

Chang-Hoan Cho · Jung-Gyo Lee · Marye Tharp

171 citations0/0 files storedJournal of Advertising Research

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

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

Abstract

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).

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 171 citations exist upstream.

References

1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1986Communication and Persuasion 1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 1987Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising 1965The Impact of Television Advertising: Learning Without Involvement 1996Advertising Value and Advertising on the Web 1987The Power of Feelings in Understanding Advertising Effects 1981Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?

Cited by

2003Determinants of Internet Advertising Effectiveness: An Empirical Study 2016A Dynamic Model for Digital Advertising: The Effects of Creative Format, Message Content, and Targeting on Engagement 2008Advertising Repetition and Placement Issues in On-Line Environments 2011Dual-route communication of destination websites 2010Perceived intrusiveness in digital advertising: strategic marketing implications

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.