Please use this identifier to cite or link to this item: http://hdl.handle.net/20.500.12216/127
Title: Typologies of banner advertisements' attributes: A content analysis
Authors: Hussain, R. 
Sweeney, A. 
Mort, G.S. 
Issue Date: 2010
Journal: Journal of Promotion Management 
Abstract: The web has received significant amount of attention from advertising and consumer researchers investigating the impact of banner advertisement on consumers' psychological and behavioral responses. However, no typology of banner advertisement has been identified yet, and the selection of banner advertisements as advertising stimuli has been carried out on the premise of personal judgment rather than scientific methodology. The identification of typology is important because different banner advertisement, such as static and pop-up, elicit different consumers' responses. In addition the identification of a typology constitutes an advance to mid-range theory in a research domain. Hence, the purpose of this research is to identify the typologies of banner advertisements' attributes such as type, number, shape, location, and size using content analysis. Specifically, nine banner advertisement types are identified as well as the typology of number, shape, location, and size of banner advertisements. Contributions of the research are discussed. © Taylor & Francis Group, LLC.
URI: http://hdl.handle.net/20.500.12216/127
DOI: 10.1080/10496490903573114
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