Typologies of Banner Advertisements’ Attributes: A Content Analysis

Hussain, Rahim; Sweeney, Arthur; Mort, Gillian Sullivan

doi:10.1080/10496490903573114

Cited by 19 publications

(33 citation statements)

References 43 publications

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“…Their findings also show most advertisements are small to medium in size, contrary to the findings of the wider literature which suggests bigger ads make for better advertising (Hussain et al, 2010). Source: Hussain et al (2010) Despite this literature being formed in the advertising field, their findings are important to this study as the current research conducted a similar study focused instead on professional sport sponsorship website presence.…”

Section: Existing Advertising Attributes Frameworkcontrasting

confidence: 58%

“…Source: Hussain et al (2010) Despite this literature being formed in the advertising field, their findings are important to this study as the current research conducted a similar study focused instead on professional sport sponsorship website presence. Extending the work of Hussain et al (2010) by adopting the attributes they identified and utilising them in the field of sponsorship, this study incorporated work completed by Yu and Barnd (2003) who identified components associated with web advertising and sponsorship on professional sport team websites.…”

Section: Existing Advertising Attributes Frameworkmentioning

confidence: 87%

“…Hussain et al (2010) undertook a content analysis of various attributes associated with banner advertisements. They examined type, number, shape, location and size of each ad banner, creating a typology for each attribute as depicted in Figure 1.…”

Section: Existing Advertising Attributes Frameworkmentioning

confidence: 99%

“…The approach taken here addressing sponsorship logo attributes represents a first phase in determining how sponsors are represented via a descriptive exploration of sponsor attributes. Thus, this study will investigate the attributes of sponsors on professional sport websites through extending the advertising framework created by Hussain et al (2010).…”

Section: Introductionmentioning

confidence: 99%

“…Specifically, Hussain et al (2010) undertook a study of banner attributes on the most visited websites on the web and created a typology on banner advertisements. This approach towards identifying banner attributes is a first phase in attempting to dissect and determine the importance of web advertising.…”

Section: Introductionmentioning

confidence: 99%

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A content analysis of sponsor representation across professional sport websites: extension of attribute typology

Berardone

Nguyen

Turner

2011

IJSMM

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The sport industry has identified the importance of using the internet as a tool that can benefit the organisation. Much like the purpose of entering into sponsorship of sporting events, corporate partners are also attracted to the opportunities that professional sport team websites offer to fulfil similar objectives. The major purpose of this research is to explore the various ways in which sponsor logos are represented across professional sport websites and to extend previous advertising research, specifically the work developing advertising attribute typologies. The subjects for this research are professional sport websites and a qualitative approach is adopted with a content analysis as the main method of analysis used. To ensure reliability and validity within the coding instruments used, percentage agreement and Cohen's kappa were adopted as indexes to verify this. The findings show sponsors' logos exist on most professional sport websites and are represented in a variety of ways. Furthermore, a typology for sponsor representation and location across sport websites has been established to present a reliable foundation for future research in the area of consumer attitudes, behaviour and response towards sponsors and their presence on sport websites.Reference to this paper should be made as follows: Berardone, D., Nguyen, S. and Turner, P. (2011) 'A content analysis of sponsor representation across professional sport websites: extension of attribute typology', Int.

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Section: Existing Advertising Attributes Frameworkcontrasting

confidence: 58%

Section: Existing Advertising Attributes Frameworkmentioning

confidence: 87%

Section: Existing Advertising Attributes Frameworkmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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