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- 1. The impacts of banner location, banner content and navigation style on banner recognition by Hongjun Jin www.sinauonline.com
- 2. OUTLINE 1 Introduction 2 Methods 3 Results 4 Conclusions 2 The impacts of banner location, banner content and navigation style on banner recognition
- 3. Introduction 3 The impacts of banner location, banner content and navigation style on banner recognition • Banner advertisements : the most common and standard advertising format on the Internet. • Little research investigates the factors impacting the effectiveness of banner ads, in particular, the recognition of banner ads. • No studies directly examine the separate and interactive effects of banner location, banner content, and navigation style on the effectiveness of banner ads. • This study : seeks to examine whether these factors influence banner recognition.
- 4. Methods: Participants and Materials 4 The impacts of banner location, banner content and navigation style on banner recognition 90 students participated in the study. The modified versions of a bank’s banner ad (Fig. 1) and a web site(Fig. 2)and were used in this study. Fig.1. The target banner ads used in this study. Fig.2. The web site used in this study.
- 5. Methods : Experimental design 5 The impacts of banner location, banner content and navigation style on banner recognition • Between-subjects design • Between subjects factors : banner location (top left side, top center, top right side), banner content (bank name, URL address, URL address plus some service information), and navigation style (aimless browsing, goal directed). • Dependent variable : banner recognition test scores
- 6. Results : Three way ANOVA for banner recognition 6 The impacts of banner location, banner content and navigation style on banner recognition Neither the main effects nor the 3-way interaction were significant, there was a significant Banner Content*Navigation Style interaction(P= 0.007).
- 7. Results : Interaction effect between content and navigation style 7 The impacts of banner location, banner content and navigation style on banner recognition Aimless browsing : banner ad with a URL address significantly better than the one with some service information as well as the URL address. Goal-directed search : no significant difference among the three banner content types.Fig. 3. Interaction effect between content and navigation style for banner recognition scores.
- 8. Conclusions 8 The impacts of banner location, banner content and navigation style on banner recognition Banner recognition is affected by the interaction of banner content and navigation style. In particular, the results suggest that banner content does not work the same way for aimless browsing and goal-directed search subjects.
- 9. Contact me at [email protected] www.sinauonline.com 9