An Experimental Approach to Understanding Banner Ad's Effectiveness

Abstract

The primary objectives of this study were, using empirical data from internet consumers in Korea, to discover the major motives for consumers' use of internet (banner) ads, and to determine the sources of effectiveness of banner ad in terms of ad type (text vs. picture) and ad content (information vs. prize) by incorporating the theoretical premises developed on the role of consumer's level of involvement on ad effectiveness. The result showed that image was significantly more effective than text for internet banner ad. It was also found that the level of ad involvement had a significant impact on the effectiveness of banner ads, showing higher ad preference for ad type and ad content when consumers were highly involved. Both high and low involved consumers were more positively responsive to image based ad than text based ad. However, highly involved consumers were more positively responsive to prize ad than to information ad whereas low involved consumers were slightly more positively responsive to information ad.