The use of banner advertisements with pull-down menus: A copy testing approach

Brown, Mark (2002) The use of banner advertisements with pull-down menus: A copy testing approach. Journal of Interactive Advertising, 2 2: 74-84.

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Author Brown, Mark
Title The use of banner advertisements with pull-down menus: A copy testing approach
Journal name Journal of Interactive Advertising   Check publisher's open access policy
ISSN 1525-2019
Publication date 2002
Sub-type Article (original research)
Volume 2
Issue 2
Start page 74
End page 84
Total pages 11
Language eng
Subject 1505 Marketing
1503 Business and Management
Abstract This paper examines the effectiveness of Web banner advertisements in terms of several widely employed copy-testing measures. Two groups of subjects were exposed to the same banner advertisement with the exception that the promotional message in one of the ads appeared as part of a pull-down menu. The research indicates that consumers who are exposed to banner advertisements using pull-down menus score higher on measures of attention, novelty, liking, persuasion, and click-through, suggesting that these types of banner ads are more effective than traditional, static banners. It is proposed that key factors contributing to this result are the unique format and greater informational appeal of pull-down ads. Managerial implications are discussed and directions for future research are suggested.
Keyword Marketing
Business activity monitoring
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Unknown

Document type: Journal Article
Sub-type: Article (original research)
Collection: UQ Business School Publications
 
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Created: Sat, 22 Apr 2006, 01:44:38 EST