Chan Yun Yoo, Kihan Kim, and Patricia A. Stout
Abstract: The present study attempts to examine the personal make of animated banner ads, as well as the discuss make of involvement, on each stage of the hierarchy of effects model, and to explore the applicability of the hierarchy of effects model to the banner advertize environment through an online experiment. The results provide support for the tactile sensation that animated banner ads prompt cleanse ad effects than do electrostatic ads. Animated banner advertising has better attention-grabbing capabilities, and generates higher recall, more favorable Aad, and higher click-through intention than static ads. Furthermore, an individuals product involvement moderates the effects of animated banner advertising on recall, Aad, and click-through intention. However, the study does not provide solid differentiate of the feasibility of the traditional 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 remains 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 innovation widely used by practitioners (Sundar et al. 1999); such ads substitute for static ads (Cleland and Carmichael 1997). The increased use of animation in online advertising is based on the belief that participating images have superior attention-grabbing potential over static images (Beattie and Mitchell 1985; Heo, Sundar, and Chaturvedi 2001; Reeves and Nass 1996), gum olibanum enhancing the effectiveness of persuasion (Ellsworth and Ellsworth 1995). For advertising scholars, the...If you want to get a full essay, order it on our website: Ordercustompaper.com
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