Hostname: page-component-8448b6f56d-sxzjt Total loading time: 0 Render date: 2024-04-18T15:13:40.663Z Has data issue: false hasContentIssue false
  • English
  • Français

The Impact of Content and Design Elements on Banner Advertising Click-through Rates

Published online by Cambridge University Press:  03 March 2004

RITU LOHTIA ,
NAVEEN DONTHU  and
EDMUND K. HERSHBERGER
RITU LOHTIA
Affiliation:
Georgia State Universityrlohtia@gsu.edu
NAVEEN DONTHU
Affiliation:
Georgia State Universityndonthu@gsu.edu
EDMUND K. HERSHBERGER
Affiliation:
Southern Illinois Universityedmund@hershberger.com
Get access

Abstract

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.The authors acknowledge the financial and data support of Michael Moore and Marianna Dizik in the conduct of this study.

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.

Type
Research Article
Information
Journal of Advertising Research , Volume 43 , Issue 4 , December 2003 , pp. 410 - 418
Copyright
© Copyright © 1960-2003, The ARF

Access options

Get access to the full version of this content by using one of the access options below. (Log in options will check for institutional or personal access. Content may require purchase if you do not have access.)

References

REFERENCES

Bagozzi, Richard P., and David J. Moore. “Public Service Advertisements: Emotions and Empathy Guide Prosocial Behavior”. Journal of Marketing 58, 1 (1994): 56–70.Google Scholar
Batra, Rajeev, and Michael L. Ray. “Affective Responses Mediating Acceptance of Advertising.” Journal of Consumer Research 13, 2 (1986): 234–48.Google Scholar
Bhargava, Mukesh, Naveen Donthu, and Rosanne Caron. “Improving the Effectiveness of Outdoor Advertising: Lessons from a Study of 282 Campaigns.” Journal of Advertising Research 34, 2 (1994): 46–55.Google Scholar
Briggs, Rex. “Measuring Advertising Success: The Value of Interactive Branding.” [ URL: http://www.iab.net/measuringsuccess/img/success.pdf], February 2001a.
Briggs, Rex. “The Role of Creative Execution in Online Advertising Success.” [ URL: http://www.iab.net/measuringsuccess/img/Creative.pdf], October 2001b.
Briggs, Rex, Jessica Sullivan, and Ian Webster. “Australian Online Advertising Effectiveness Study 2001.” [ URL: http://www.consult.com.au/pdf/AUSummary.pdf], 2001a.
Briggs, Rex, Jessica Sullivan, and Ian Webster. “Hong Kong Online Advertising Effectiveness Study 2001.” [ URL: http://www.consult.com.au/pdf/HKSummary.pdf], 2001b.
Briggs, Rex, Jessica Sullivan, and Ian Webster. “New Zealand Online Advertising Effectiveness Study 2001.” [ URL: http://www.consult.com.au/pdf/NZSummary.pdf], 2001c.
Chandy, Rajesh K., Gerard J. Tellis, Deborah J. Macinnis, and Pattana Thaivanich. “What to Say When: Advertising Appeals in Evolving Markets.” Journal of Marketing Research 38, 4 (2001): 399–414.Google Scholar
Gronhaug, Kjell, Olav Kvitastein, and Sigmund Gronmo. “Factors Moderating Advertising Effectiveness as Reflected in 333 Tested Advertisements.” Journal of Advertising Research, 34, 3 (1991): 42–50.Google Scholar
Henssens, Dominique M., and Barton A. Weitz. “The Effectiveness of Industrial Print Advertisements Across Product Categories.” Journal of Marketing Research 14, 3 (1980): 294–306.Google Scholar
Holbrook, Morris B., and Rajeev Batra. “Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising.” Journal of Consumer Research 14, 3 (1987): 404–20.Google Scholar
Interactive Advertising Bureau (IAB) . “Five Principles That Online Can Learn from Offline Marketing.” [ URL: http://www.iab.net/measuringsuccess/img/measuring success.pdf], June 2001.
Interactive Advertising Bureau (IAB) . “Internet Advertising Revenue Totaled $1.7 Billion for Q4 2001.” [URL: www.iab.net/news/pr-2002-0523.asp], 2002.
Krishnamurthy, Sandeep. “Deciphering the Internet Advertising Puzzle.” Marketing Management 9, 3 (2000): 35–39.Google Scholar
Lambert, David R., Michael H. Morris, and Leyland F. Pitt. “Has Industrial Advertising Become Consumerized? A Longitudinal Perspective from the USA.” International Journal of Advertising 14, 4 (1995): 349–64.Google Scholar
Li, Hairong, and Janice L. Bukovac. “Cognitive Impact of Banner Ad Characteristics: An Experimental Study.” Journalism & Mass Communication Quarterly 76, 2 (1999): 341–53.Google Scholar
Lohtia, Ritu, Wesley J. Johnston, and Linda Aab. “Business-to-Business Advertising: What Are the Dimensions of an Effective Print Ad?” Industrial Marketing Management 24, 5 (1995): 369–78.Google Scholar
Mand, Adrienne. “There's Gold in Them Banners!” Adweek 39, 17 (1998): 28–29.Google Scholar
Meyers-Levy, Joan, and Prashant Malaviya. “Consumers' Processing of Persuasive Advertisements: An Integrative Framework of Persuasion Theories.” Journal of Marketing 63, Special Issue (1999): 45–60.Google Scholar
Mullaney, Timothy J. “Online Marketing is Clicking.” Business Week, September 6, 1999.Google Scholar
Petty, Richard E., and John T. Cacioppo. Communication and Persuasion: Central and Peripheral Routes to Attitude Change. New York: Springer, 1986.
PriceWaterHouseCoopers. “IAB Online Ad Measurement Study.” [ URL: http://www.iab.net/standards/pwc_report.pdf], December, 2001.
Rust, Roland T., and Bruce Cooil. “Reliability Measures for Qualitative Data: Theory and Implications.” Journal of Marketing Research 31, 1 (1994): 1–14.Google Scholar
Stewart, David, and D.H. Furse. Effective Television Advertising: A Study of 1000 Commercials. Lexington, MA: Lexington Books, 1986.
Wegert, Tessa. “Pop-Up Ads, Part 2: Usage Guidelines for Legitimate Marketers.” [ URL: http://www.clickz.com/media/media_buy/article.php/995311], March 21, 2002.
Wells, William, John Burnett, and Sandra Moriarty. Advertising: Principles and Practice. Upper Saddle River, NJ: Prentice Hall, 2000.