Interaction of Banner Ad and Sponsorship in Online Advertising: the Impact on Attitudes and Purchase Intention

Internet advertising has become a major player in the advertising industry generating significant amount of revenue. The upside of using Internet advertising is that it could generate positive attitude toward the ads, the brands, and the company. The downside of using internet advertising is that it is perceived as intrusive to consumers because some content is not relevant to them, therefore, they try to avoid the ads as much as possible. Combining two most popular formats used in Internet advertising, banner ad and sponsorship, the positive impact may be doubled, which lead to greater positive attitude and purchase intention

Citation:

Chatt Pongpatipat and Mahesh Gopinath (2009) ,"Interaction of Banner Ad and Sponsorship in Online Advertising: the Impact on Attitudes and Purchase Intention", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 370-371.