RT Journal Article
SR Electronic
T1 Different Forced-Exposure Levels to Banner Advertisements
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 45
OP 56
DO 10.2501/JAR-41-4-45-56
VO 41
IS 4
A1 Cho, Chang-Hoan
A1 Lee, Jung-Gyo
A1 Tharp, Marye
YR 2001
UL http://www.journalofadvertisingresearch.com/content/41/4/45.abstract
AB This study explores the effects of different levels of forced exposure to banner ads on advertising responses such as advertising perception, clicking of banner ads, banner attitude, brand attitude, and purchase intention. The study employed a within-group experimental design using online data collection technology called Cold Fusion. It was found that the degree of forced exposure to banner ads had a significantly positive relationship with advertising perception and clicking of banner ads. Unexpectedly, it was also found that the banner ad presented in the format of the highest forced-exposure level also yielded the most desirable advertising effects (i.e., favorable attitude toward the banner ad, favorable attitude toward the brand, and high purchase intention).