TY  - CHAP
AB  - Very low click-through rates (CTR) raise serious questions about the effectiveness of banner advertisements. However, we believe that the effect of a banner ad is not limited by clicks. Banner ad information itself can be processed by the audience.We propose that the exposure effect of a banner ad exists even when the banner is not clicked. The results of our experiments strongly support this effect. Analyses also revealed that a non-clicked banner ad can create as strong of an exposure effect as clicked banner ads. Also, audiences that are able to recall the existence of the banner ad on a web page develop stronger implicit memory than those who cannot. Researchers are invited to re-test these interesting findings in various cultures with differing levels of Internet penetration and experience.
VL  - 18
SN  - 978-1-84950-485-0, 978-0-7623-1412-6/1474-7979
DO  - 10.1016/S1474-7979(06)18009-6
UR  - https://doi.org/10.1016/S1474-7979(06)18009-6
AU  - Yoon Hee-Sook
AU  - Lee Doo-Hee
ED  - Charles R. Taylor
ED  - Doo-Hee Lee
PY  - 2007
Y1  - 2007/01/01
TI  - The Exposure Effect of Unclicked Banner Advertisements
T2  - Cross-Cultural Buyer Behavior
T3  - Advances in International Marketing
PB  - Emerald Group Publishing Limited
SP  - 211
EP  - 229
Y2  - 2024/04/18
ER  -