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  • Typologies of Banner Advertisements' Attributes: A Content Analysis

    Author(s)
    Hussain, Rahim
    Sweeney, Arthur
    Mort, Gillian Sullivan
    Griffith University Author(s)
    Sweeney, Arthur
    Year published
    2010
    Metadata
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    Abstract
    The web has received significant amount of attention from advertising and consumer researchers investigating the impact of banner advertisement on consumers' psychological and behavioral responses. However, no typology of banner advertisement has been identified yet, and the selection of banner advertisements as advertising stimuli has been carried out on the premise of personal judgment rather than scientific methodology. The identification of typology is important because different banner advertisement, such as static and pop-up, elicit different consumers' responses. In addition the identification of a typology constitutes ...
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    The web has received significant amount of attention from advertising and consumer researchers investigating the impact of banner advertisement on consumers' psychological and behavioral responses. However, no typology of banner advertisement has been identified yet, and the selection of banner advertisements as advertising stimuli has been carried out on the premise of personal judgment rather than scientific methodology. The identification of typology is important because different banner advertisement, such as static and pop-up, elicit different consumers' responses. In addition the identification of a typology constitutes an advance to mid-range theory in a research domain. Hence, the purpose of this research is to identify the typologies of banner advertisements' attributes such as type, number, shape, location, and size using content analysis. Specifically, nine banner advertisement types are identified as well as the typology of number, shape, location, and size of banner advertisements. Contributions of the research are discussed.
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    Journal Title
    Journal of Promotion Management
    Volume
    16
    Issue
    1&2
    DOI
    https://doi.org/10.1080/10496490903573114
    Subject
    Marketing not elsewhere classified
    Business and Management
    Marketing
    Communication and Media Studies
    Publication URI
    http://hdl.handle.net/10072/36724
    Collection
    • Journal articles

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