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e an online advertisement that has grabbed the on Website etc. However, animated banner
users attention and stimulated their memory, the advertisements are the most effective, not static
next step is to get involved with the ad. Individuals banner advertisements. Reeves and Nass stated that
with higher product involvement pay more when objects or people in pictures move, attention
attention to advertising stimuli and spend more would be higher than during segments with no
time processing advertisements than those with motion (Yoo et al., 2000). Banner advertisements
lower product involvement. Researchers have are able to affect attention, memory, and
found that the higher involvement increases involvement, while recording usability of these
memory for an advertising message, because higher entire features through click-through rates making it
involvement increases the accessibility of message the most effective way to advertise online.
details, which leads to better recall (Yoo et al. Effects of Online Advertising on Customers
2000).
Advertisers have studied the components of an ad; Online advertising techniques such as banners, pop-
attention, memory, and involvement are important ups, and pop-under advertisements are quite
to capture when marketing to customers. However, annoying to Internet users (McCoy, Everard, Polak,
these components are hard to study and gather & Galletta, 2007). This is surprising because
information on. Advertisers have been pushing for traditional media like television commercials has
heuristic metrics of performance such as “click- been long been criticized as being intrusive and the
through”, which indicates when a web surfer clicks leader in advertising annoyance. Rust and Varki
through to the advertisers’ URL via the banner predicted that advertisements in new media would
(Manchanda, Dube, Goh, & Chintagunta, 2006). be less intrusive than in traditional media (McCoy
The banner advertisements take the customer to the et at., 2007). However, research indicated that
advertiser’s destination. The click through means online consumers are more goal oriented and judge
the customer has interacted with the advertisement. online advertisements even more harshly than those
With other online advertisements you have no way in other media. The negative perception that users
of evaluating if they are effective or not. Banner develop towards intrusive advertisements leads
advertisements are the best at having measurable them to not return to that website. A Jupiter
outcomes for both the website and advertisers. Of Research survey showed that 69% of users consider
course, there are both pros and cons associated with pop-ups annoying, and, further, 23% said they
this advertisement method. Pros include revenue would not return to the site simply because of the
generated from banner placement, synergistic advertisements (McCoy et at., 2007). Abernethy
effects of banner advertisements with Website, describes intrusive online advertisements, a
cooperative relationship with banner brand, television viewer who cannot leave the room or
informative links, etc. Certainly, cons also exist change the channel during a commercial, the users
such as Website clutter, negative effects on brand are deterred and feel helpless because there is little
image from unfavorable association with the banner they can do to escape these advertisements other
brand, incongruity with the Website, a loss of space than interrupt their task, scroll past ads, or close the
77
users attention and stimulated their memory, the advertisements are the most effective, not static
next step is to get involved with the ad. Individuals banner advertisements. Reeves and Nass stated that
with higher product involvement pay more when objects or people in pictures move, attention
attention to advertising stimuli and spend more would be higher than during segments with no
time processing advertisements than those with motion (Yoo et al., 2000). Banner advertisements
lower product involvement. Researchers have are able to affect attention, memory, and
found that the higher involvement increases involvement, while recording usability of these
memory for an advertising message, because higher entire features through click-through rates making it
involvement increases the accessibility of message the most effective way to advertise online.
details, which leads to better recall (Yoo et al. Effects of Online Advertising on Customers
2000).
Advertisers have studied the components of an ad; Online advertising techniques such as banners, pop-
attention, memory, and involvement are important ups, and pop-under advertisements are quite
to capture when marketing to customers. However, annoying to Internet users (McCoy, Everard, Polak,
these components are hard to study and gather & Galletta, 2007). This is surprising because
information on. Advertisers have been pushing for traditional media like television commercials has
heuristic metrics of performance such as “click- been long been criticized as being intrusive and the
through”, which indicates when a web surfer clicks leader in advertising annoyance. Rust and Varki
through to the advertisers’ URL via the banner predicted that advertisements in new media would
(Manchanda, Dube, Goh, & Chintagunta, 2006). be less intrusive than in traditional media (McCoy
The banner advertisements take the customer to the et at., 2007). However, research indicated that
advertiser’s destination. The click through means online consumers are more goal oriented and judge
the customer has interacted with the advertisement. online advertisements even more harshly than those
With other online advertisements you have no way in other media. The negative perception that users
of evaluating if they are effective or not. Banner develop towards intrusive advertisements leads
advertisements are the best at having measurable them to not return to that website. A Jupiter
outcomes for both the website and advertisers. Of Research survey showed that 69% of users consider
course, there are both pros and cons associated with pop-ups annoying, and, further, 23% said they
this advertisement method. Pros include revenue would not return to the site simply because of the
generated from banner placement, synergistic advertisements (McCoy et at., 2007). Abernethy
effects of banner advertisements with Website, describes intrusive online advertisements, a
cooperative relationship with banner brand, television viewer who cannot leave the room or
informative links, etc. Certainly, cons also exist change the channel during a commercial, the users
such as Website clutter, negative effects on brand are deterred and feel helpless because there is little
image from unfavorable association with the banner they can do to escape these advertisements other
brand, incongruity with the Website, a loss of space than interrupt their task, scroll past ads, or close the
77
