The impacts of banner location, banner content and navigation style on banner recognition

Computers in Human Behavior

Volumn 24, Issue 2, 2008, Pages 535-543

  Calisir, Fethi ^a   Karaali, Demet ^b  

^a ISTANBUL TECHNICAL UNIVERSITY   (Turkey)

^b MERCEDES BENZ AG   (Germany)

Author keywords

Banner content; Banner location; Banner recognition; Navigation style

Indexed keywords

INFORMATION SERVICES; SEARCH ENGINES; WEB BROWSERS; WEBSITES;

BANNER LOCATION; BANNER RECOGNITION;

PATTERN RECOGNITION;

EID: 38149007083     PISSN: 07475632     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.chb.2007.02.019     Document Type: Article

References (31)

1. Baltas G. Determinants of internet advertising effectiveness: an empirical study. International Journal of Market Research 45 (2003) 505-513
2. Bachofer M. Die Stern Bibliothek: Wie wirkt Werbung im Web? (1998), Gruner and Jahr, Hamburg
3. Benway J.P. Banner blindness: what searching users notice and do not notice on the World Wide Web. Dissertation Abstracts International 60 (1999) 1695
4. Bernard M.L. Developing schemas for the location of common web objects. Proceedings of the Human Factors and Ergonomics Society 45th Annual Meeting (2001), Human Factors and Ergonomics Society, Santa Monica, CA 1161-1165
5. Biswas D., and Biswas A. The diagnostic role of signals in the context of perceived risks in online shopping: do signals matter more on the web?. Journal of Interactive Marketing 18 3 (2004) 30-45
6. Briggs R., and Hollis N. Advertising on the Web: is there response before clickthrough?. Journal of Advertising Research 37 2 (1997) 33-45
7. Chatterjee P., Hoffman D.L., and Novak T.P. Modeling the clickstream: implications for web-based advertising efforts. Marketing Science 22 4 (2003) 520-541
8. Cho C. The effectiveness of banner advertisements: involvement and click-through. Journalism and Mass Communication Quarterly 80 3 (2003) 623-645
9. Computer Industry Almanac Inc. Press Release (2006). Worldwide Internet Users Top 1 Billion in 2005. http://www.c-i-a.com/pr0106.htm.
10. Danaher P.J., and Mullarkey G.W. Factors affecting online advertising recall: a study of students. Journal of Advertising Research 43 3 (2003) 252-267
11. Davis J.F. Effectiveness of internet advertising by leading national advertisers. In: Schumann D.W., and Thorson E. (Eds). Advertising and World Wide Web (1999), Lawrence Erlbaum, Mahwah, NJ 81-97
12. Ewing M., Napoli J., and Du Plesses E. Factors affecting in-market recall of food product advertising. Journal of Advertising Research 39 4 (1999) 29-38
13. Gatarski R. Breed better banners: design automation through online interaction. Journal of Interactive Marketing 16 1 (1996) 2-13
14. Hanson W. Principles of internet marketing (2000), South-Western College Publishing, Cincinnati, OH
15. Hofacker C., and Murphy J. Clickable World Wide Web banner ads and content sites. Journal of Interactive Marketing 14 1 (2000) 49-59
16. Interactive Advertising Bureau (2006). IAB Internet Advertising Report-2005 Full-Year Results. Price Waterhouse Coopers. http://www.iab.net/resources/ad_revenue.asp Accessed 04.20.06.
17. Janiszewski C. The influence of display characteristics on visual exploratory search behaviour. Journal of Consumer Research 25 3 (1998) 290-301
18. Lohtia R., Donthu N., and Hershberger E.K. The impact of content and design elements on banner advertising click-through rates. Journal of Advertising Research 43 4 (2003) 410-418
19. Magazine Publishers of America. Consumer perception of increased advertising 29 May (1995) 1-7
20. Maddox L.M., Mehta D., and Daubek H.G. The role and effect of web addresses in advertising. Journal of Advertising Research 37 2 (1997) 47-59
21. Mitchell A.A. Theoretical and methodological issues in developing an individual level model of advertising effects. In: Olson J.C., and Sentis K. (Eds). Advertising and consumer psychology (1986), Praeger Publishing, NY 172-196
22. Nielsen J. Designing web usability: the practice of simplicity (2000), New Riders Publishing, Indianapolis, IN
23. Olsen, S. (2001). Online ads take a cue from TV. C{divides} Net news.com, November 19.
24. Pagendarm M., and Schaumburg H. Why are users banner-blind? The impact of navigation style on the perception of web banners. Journal of Digital Information 2 1 (2001). http://journals.tdl.org/jodi/article/view/jodi-37/38 http://journals.tdl.org/jodi/article/view/jodi-37/38 Accessed 6.20.06
25. Sackett P.R., and Larson Jr. J.R. Research strategies and tactics in industrial and organizational psychology. In: Dunnette M.D., and Hough L.M. (Eds). Handbook of industrial and organizational psychology (1990), Consulting Psychologists Press, Palo Alto, CA 419-489
26. Sandage C.H. Advertising: theory and practice (1945), Richard D. Irwin, Chicago, IL
27. Shamdasani P.N., Stanaland A.J.S., and Tan J. Location, location, location: insights for advertising placement on the web. Journal of Advertising Research 41 4 (2001) 7-21
28. Sherman L., and Deighton J. Banner advertising: effectiveness and optimizing placement. Journal of Interactive Marketing 15 2 (2001) 60-64
29. Wedel M., and Pieters R. Eye fixations on advertisements and memory for brands: a model and findings. Marketing Science 19 4 (2000) 297-312
30. Yoon S.J., and Kim J.H. Is the internet more effective than traditional media? Factors affecting the choice of media. Journal of Advertising Research 41 6 (2001) 53-60
31. Young S.L. Comprehension and memory of instruction manual warnings: conspicuous print and pictorial icons. Human Factors 32 6 (1990) 637-649