Peter J. Danaher and Guy W. Mullarkey have published their research article entitled “Factors Affecting Online Advertising Recall : A Study of Students”. In this research article we examine factors that might impact on web advertising recall and recognition. These factors include the viewing mode, duration of page viewing, and web page context factors, including text and page background complexity and the style of the banner advertisement. Via an experimental design Peter J. Danaher and Guy W. Mullarkey,”Factors Affecting Online Advertising Recall : A Study of Students”- Journal of Advertising Research 2003, conducted on a student sample, we manipulate these factors over several levels. The key finding is that the longer a person is exposed to a web page containing a banner advertisement, the more likely they are to remember that banner advertisement. We also find that recognition scores are much higher than both unaided and aided recall scores. Finally, web users in a goal-directed mode are much less likely to recall and recognize banner advertisements than users who are surfing a site. In addition, a number of personal demographics and site attitude factors are incorporated. The key finding is that web page exposure duration is a strong determinant of banner advertisement recall. Stated simply, the longer a person stays on a particular web page, the more likely they are to remember a banner advertisement on that page. In addition, some minimum and maximum thresholds are observed. To achieve reasonable advertising recall, some minimum level of exposure (around 40 seconds) is required. However when a user is in surfing mode, advertising recognition does not increase appreciably when exposure exceeds 40 seconds. In this article the Authors has consider only banner advertising , the other methods of web advertising such as pop-up ads, pop-under ads ,interstitial ads square ads etc. are not considered, which the researcher will consider for the...
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