The effects of banner ad size and time cost on brand attitude and click-through.

摘要

The effectiveness of banner ad size and time cost on brand attitude and click-through was investigated in four computer-based experiments. Four 2 x 2 between-subjects factorial designs employing 249 student participants were used to test specific hypotheses. In Chapter 1, the factors are banner ad size (large vs. small) and involvement (high vs. low). Chapter 2 tests the external validity of Study 1. To do this, Chapter 2 uses the same methods, procedures, and measures as used in Chapter 1, the only difference being the color of the banner ad stimulus. In Chapter 3, the factors are speed of modem connection (fast vs. slow) and involvement (high vs. low). In Chapter 4, the factors are time for task (rush vs. no rush) and involvement (high vs. low).; The results suggest that (1) small banner ads are more effective in affecting brand attitude than large banner ads under the moderate involvement conditions, (2) banner ad size, however, does not affect click-through, and (3) click-through is affected by viewers' involvement and connection speed (waiting time). Implications for web advertisers are discussed.