2010
DOI: 10.1080/10496490903281395
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Impacts of Website Context Relevance on Banner Advertisement Effectiveness

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 relev… Show more

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Cited by 38 publications
(20 citation statements)
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References 46 publications
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“…Distance calculations are spontaneous, even without explicit instruction (Alter & Oppenheimer, 2008;Bar-Anan, Liberman, & Trope, 2006;Shirai, 2015;Yoon, Kim, Beltis, Logan, & Subramanian, 2018). CLT has been applied to diverse research contexts such as sensory effects on brand extensions (e.g., Amit, Algom, & Trope, 2009;Lee et al, 2014), language choices for marketing communication (Semin & Smith, 1999), store location choices (Khan, Zhu, & Kalra, 2011), banner ad selection (Jeong & King, 2010) and fluency of information processing (Alter & Oppenheimer, 2008).…”
Section: Processing Fluencymentioning
confidence: 99%
“…Distance calculations are spontaneous, even without explicit instruction (Alter & Oppenheimer, 2008;Bar-Anan, Liberman, & Trope, 2006;Shirai, 2015;Yoon, Kim, Beltis, Logan, & Subramanian, 2018). CLT has been applied to diverse research contexts such as sensory effects on brand extensions (e.g., Amit, Algom, & Trope, 2009;Lee et al, 2014), language choices for marketing communication (Semin & Smith, 1999), store location choices (Khan, Zhu, & Kalra, 2011), banner ad selection (Jeong & King, 2010) and fluency of information processing (Alter & Oppenheimer, 2008).…”
Section: Processing Fluencymentioning
confidence: 99%
“…Furthermore, the embeddedness of digital native advertising content might require its greater congruence with other content on the platform. However, prior research offers contradictory findings regarding context-advertisement congruency: Some studies identify positive effects of a congruent advertising context on ad effectiveness (Jeong and King 2010;Kononova and Yuan 2015;Sharma 2000), whereas others support the placement of advertising in contrasting contexts (Perry, Jenzowsky, and King 1997).…”
Section: Effective Contextmentioning
confidence: 96%
“…For example, audience responses to branded content in magazines are influenced by the characteristics of that medium (van Reijmersdal, Neijens, and Smit 2005). For digital advertising, a relevant website can enhance evaluations of banner advertisements (Jeong and King 2010). The penetration of smartphones and other mobile devices into consumers' lives has led to an enormous increase in spending on mobile advertising (Grewal et al 2016).…”
Section: Effective Contextmentioning
confidence: 99%
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“…Internet advertising by firms including airlines in the United States has also grown sharply since the 1990s (Jeong & King, 2010). Airlines in the United States have integrated the internet medium with traditional media to better promote their brands.…”
Section: Introductionmentioning
confidence: 99%