ERIC Number: EJ590965
Record Type: Journal
Publication Date: 1999
Reference Count: N/A
Cognitive Impact of Banner Ad Characteristics: An Experimental Study.
Li, Hairong; Bukovac, Janice L.
Journalism and Mass Communication Quarterly, v76 n2 p341-53 Sum 1999
Finds that (1) animated banner ads (display advertisements hyperlinked to an advertiser's Web site) result in quicker response and better recall (from college students) than non-animated banner ads; (2) larger banner ads lead to better comprehension and more clicks than small banner ads; and (3) user mode (information seeking or Web surfing) did not affect students' responses to banner ads. (SR)
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Authoring Institution: N/A