PT - JOURNAL ARTICLE AU - Kendall Goodrich TI - What's Up? AID - 10.2501/S002184991009121X DP - 2010 Mar 01 TA - Journal of Advertising Research PG - 91--106 VI - 50 IP - 1 4099 - http://www.journalofadvertisingresearch.com/content/50/1/91.short 4100 - http://www.journalofadvertisingresearch.com/content/50/1/91.full SO - J Advert Res2010 Mar 01; 50 AB - This research examines the effect of the vertical positioning and format of online advertising on attention, aided recall, and brand attitude. Prior research (Previc, 1990) suggests greater attention for stimuli in the lower visual field (LVF) than in the upper visual field (UVF). The results of this online study indicate that (1) lower page placement significantly increases ad attention, supporting prior LVF/UVF research; (2) there is an inverse relationship between ad attention and brand attitude (in this study's online environment), supporting mere exposure theory; and (3) online ad format (rectangle ad or leaderboard) has a significant direct effect on attention, aided recall, and brand attitude, attributed to object salience/familiarity. Management implications are discussed.