Changing Banner Ad Executions on the Web: Impact on Clickthroughs and Communication Outcomes

ABSTRACT - Online advertisers change banner ad executions to overcome negative returns from repetition, improve clickrates and communication outcomes. We investigate the effect of banner ad repetition level, same and varying banner ad executions and consumer navigation orientation on behavioral response (clickrate) and memory-based outcomes (unaided recall, aided recall and recognition). We found that number of clickthroughs, aided recall and recognition scores were higher when subjects were experientially oriented. There is no significant effect of banner ad executions or repetition level on clickthroughs and unaided recall. Recognition is higher under high repetition and same ads in goal-directed condition and varying executions in experiential orientation.



Citation:

Patrali Chatterjee (2005) ,"Changing Banner Ad Executions on the Web: Impact on Clickthroughs and Communication Outcomes", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 51-57.

Authors

Patrali Chatterjee, Rutgers University



Volume

NA - Advances in Consumer Research Volume 32 | 2005



Share Proceeding

Featured papers

See More

Featured

C6. How Does Unsatisfied Curiosity Stir Our Craving For Food?

Chen Wang, Drexel University, USA

Read More

Featured

Using a Meta-Analysis to Unravel Relative Importance of Postulated Explanations for the Endowment Effect

Peter Nguyen, Ivey Business School
Xin (Shane) Wang, Western University, Canada
David J. Curry, University of Cincinnati, USA

Read More

Featured

Inside Out: Product Essence is Perceived to be Concentrated in the Center of a Group of Products

Kunter Gunasti, Washington State University, USA
Noah VanBergen, University of Cincinnati, USA
Caglar Irmak, University of Miami, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.