The Effectiveness of Internet Advertising through Memorization and Click on a Banner

Abstract

The development of the Internet tool was accompanied by a business turnaround which has deep effects on the rules of marketing and particularly the company-customers relationships. The graphical interface that the Web can create between the company and its customers promotes its use as a medium of marketing communication.The advantages of e-communication are endless for companies, including timeliness, cost and interactivity. However, users are daily confronted with large masses of information which may affect the issue of effectiveness of this form of communication. It is therefore necessary to know whether the information transmitted is accessed and if it achieves the objectives associated with it. In other words, to what extent the internet communication is effective. In this research, efficiency is studied through two indicators: the advertising memorization and the click on the banner advertising. The empirical study was conducted on a sample of 200 Internet users. The statistical analysis used is descriptive analysis and logistic regression. The main empirical results show that memory is largely affected by the location in the screen, size and animated banner advertising. As for the "click", it is related to the colors used in the banner, size and clarity of the message.

Sustainable Value Co-Creation in Mobile Advertising in Cellular Telecommunication Industry: A Conceptual Framework

“…How strong the influence of rational aspects of a product compared to the emotional aspect in the context of the formation of value co-creation, especially in the mobile advertising industry to the telecommunications market, became one of the research gaps in this study. Some previous research also confirms that there is no type of level in the value co-creation itself, especially the study of value co-creation in mobile advertising marketing in the telecommunications industry (Nihel, 2013). This is another research gap and one of the underlying things that this research is doing.…”

“…Based on the model of attribute research and the benefits of acceptance attitude towards online ads (Korgaonkar and Wolin, 2007), click through rate (CTR) measurement model (Nihel, 2013), the cocreation of value exploring engagement behaviors in user generated content websites (Gangi, 2010), and consumer engagement model (Vivek, 2009) the frame of thought in this study is based on several theories as follows:…”

Syrian Consumers: Beliefs, Attitudes, and Behavioral Responses to Internet Advertising

“…Advertising is a standard promotional tactic that is desi gned to reach a target audience and to either affect beha vior or to introduce, persuade, and/or remind consumers of an offer (Nihel 2013). Advertising messages could be delivered through various mediums (e.g.…”

Revising the Effects of Online Advertising Attributes on Consumer Processing and Response

“…For instinct, John & Sathiyaseelan (2014) showed that the top position of ads was most effective, and the right position was least effective in terms of explicit memory, but no significant difference was found as regards implicit memory. Moreover, it was revealed that the users are more likely to click on the banner ad at the top of the screen, the largest banner, animated banners, banners with bright colors (Nihel, 2013). It is widely thought that creative characteristics of online ads also can influence click-through rates (Rosenkrans, 2009).…”

“…In Rosenkrans' (2009) empirical investigation, the user reacted more actively to online banner ad designs with creative characteristics. Nevertheless, the main empirical results shown by Nihel (2013) are that memory is mainly affected by the location in the screen, size and animation in banner advertising.…”