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AbstractHow effective is banner Ad?: Focus on Ad type and Ad content
Yoon, Sung-Joon, Ph.D. / Assistant Professor,
Dept. of Business Administration, The primary objectives of this study were, using data from Internet users in Korea, to determine users' preference of banner ad through two ad properties; ad type(text vs. image) and ad content(product information vs. prize information) by incorporating the level of involvement into research design. Using between-group experimental design by means of subjects' web-based participation in the study, the study result showed that image-based banner ad was significantly preferred to text-based banner ad. It was found that the level of ad involvement had a significant impact on the preference of banner ads. Also, image-based banner ad had a greater effect on ad preference than text-based banner ad in low involvement situation. Finally, image-based banner ad was consistently preferred to text-based banner ad regardless of involvement level when the banner ad was product oriented. The study findings suggest that adoption decisions regarding banner ad's type and content should be based on the knowledge of both the level of consumer's ad involvement and the interface between ad type and ad content.
* Key Word : Banner Ad, Ad Type, Ad Content, Involvement, Preference, Text vs. Image |
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