Marketing

ASSESSING THE EFFECTS OF ANIMATION IN ONLINE BANNER ADVERTISING: pecking dictate OF EFFECTS MODEL Chan Yun Yoo, Kihan Kim, and Patricia A. Stout Abstract: The present story attempts to examine the personal make of animated waft ads, as well as the discuss make of stake, on all(prenominal) 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 smooth ads. Animated banner advertisement has better aid-grabbing capabilities, and generates higher recall, more than favorable Aad, and higher click-through intention than static ads. Furthermore, an individuals product involvement moderates the effects of animated banner denote on recall, Aad, and click-through intention. However, the speculate does not provide solid differentiate of the feasibility of the handed-down 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 be 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 trigger 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 base on the belief that participating images have superior attention-grabbing voltage over static images (Beattie and Mitchell 1985; Heo, Sundar, and Chaturvedi 2001; Reeves and Nass 1996), gum olibanum enhancing the effectiveness of thought (Ellsworth and Ellsworth 1995). For advertising schola! rs, the...If you want to get a full essay, pose it on our website: OrderEssay.net

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