The impact of banner advertisement frequency on click through responses
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Author(s)
Sweeney, Arthur
Sullivan Mort, Gillian
Griffith University Author(s)
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Dr Maree Thyne, Dr Kenneth R. Deans, Assoc Prof Juergen Gnoth
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Dunedin New Zealand
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Abstract
The purpose of this research is to examine the impact of banner advertisement frequency on consumers' click-through responses. The moderating effects of banner advertisement type (static and pop-up) and appeal (emotional and rational) are examined. This research confirmed the literature that the impact of banner advertising frequency on click through generates a U-shaped curve, but also added to previous findings by using both static and popup banner advertisements. Further, the impact of banner advertisement (BA) frequency is the same regardless of the type of appeal used. Theoretical and managerial implications are discussed.
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2007 ANZMAC Conference Proceedings
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© The Author(s) 2007. The attached file is posted here with permission of the copyright owners for your personal use only. No further distribution permitted. For information about this conference please refer to the publisher's website or contact the authors.