RT Journal Article SR Electronic T1 The Impact Of Content And Design Elements On Banner Advertising Click-Through Rates JF Journal of Advertising Research JO J Advert Res FD WARC SP 410 OP 418 DO 10.2501/JAR-43-4-410-418 VO 43 IS 4 A1 Ritu Lothia A1 Naveen Donthu A1 Edmund K. Hershberger YR 2003 UL http://www.journalofadvertisingresearch.com/content/43/4/410.abstract AB This study investigates the impact of content and design elements on the click-through rates of banner advertisements using data from 8,725 real banner advertisements. It is one of the first empirical studies to examine banner advertising effectiveness (measured by click-through rates) and also one of the first to examine the differences between business-to-business (B2B) and business-to-consumer (B2C) banner advertisements. Content elements examined include the use of incentives and emotional appeals. Design elements examined include the use of interactivity, color, and animation. Results suggest that content and design elements do not work the same way for B2B and B2C banner advertisements.