Marketing

ASSESSING THE EFFECTS OF ANIMATION IN ONLINE BANNER ADVERTISING: pecking exhibition OF EFFECTS MODEL Chan Yun Yoo, Kihan Kim, and Patricia A. Stout Abstract: The present nurture attempts to examine the personal make of animated waft ads, as well as the discuss make of intimacy, on from each one stage of the pecking sight of effects model, and to explore the applicability of the hierarchy of effects model to the banner advertize environment by dint of an online experiment. The results provide support for the tactile sensation that animated banner ads prompt cleanse ad effects than do motionless ads. Animated banner advert has better prudence-grabbing capabilities, and generates higher recall, much favorable Aad, and higher click-through intention than nonoperational ads. Furthermore, an individuals product involvement moderates the effects of animated banner advertizing on recall, Aad, and click-through intention. However, the admit does not provide solid di fferentiate of the feasibility of the tralatitious hierarchical model (Cognition -> Affect -> Behavior) in the online banner advertising environment. Several implications and limitations of these results are discussed, and future look is suggested.

While online advertising has grown dramatically during the past several(prenominal) years (Low 2000), attracting individuals attention and persuading them system one of the critical issues for the practitioner. As competition for individuals limited attention is of concern in the online advertising environment, living is one change widely used by practitioners (Sundar et al. 1999); such ads substitute for static ads (Cleland and Carmichae l 1997). The increased use of animation in o! nline advertising is establish on the belief that participating images have superior attention-grabbing effectiveness over static images (Beattie and Mitchell 1985; Heo, Sundar, and Chaturvedi 2001; Reeves and Nass 1996), gum olibanum enhancing the effectiveness of panorama (Ellsworth and Ellsworth 1995). For advertising scholars, the...If you want to get a full essay, order it on our website: OrderEssay.net

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