Impacts of website context relevance on banner advertisement effectiveness

Document Type

Article

Publication Date

7-1-2010

Abstract

This study examines how the Internet context (website) within which advertisements (banners) are embedded influences ad effectiveness. Respondents evaluated banners after they reviewed a website in which a contextually relevant banner and a contextually irrelevant banner were placed. Results suggest that (1) a contextually relevant banner induced more favorable evaluation and a greater purchase intention toward advertised products than a contextually irrelevant counterpart, and (2) neither a contextually relevant banner nor a contextually irrelevant banner was recalled with better accuracy than the other banner. These findings provide implications for future consumer research and website promotion. © 2010 Taylor and Francis Group, LLC.

Publication Source (Journal or Book title)

Journal of Promotion Management

First Page

247

Last Page

264

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