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To click or not to click: An empirical study of response to banner ads for high and low involvement products

To click or not to click: An empirical study of response to banner ads for high and low... To Click or Not to Click: An Empirical Study of Response to Banner Ads for High and Low Involvement Products Micael Dahlén , Ylva Ekborn and Natalia Mörner INTRODUCTION The Internet is the fastest growing medium of all times and electronic marketing posits the biggest threat and opportunity to almost every industry in the 21st century (Eighmey and McCord 1998; Achrol and Kotler 1999). As consumers move online, so do advertisers. Advertising expenditures on the Net increased by 121 percent to a total of 4 billion dollars in 1999 and are likely to increase more than twenty-fold (TAB, 1999b, 1999c). As the Internet continues to take an ever larger share of the marketing budget, the question of how to design and evaluate Web advertising becomes crucial (Ducoffe 1996; Hoffman and Novak 1997a; Dreze and Zufryden 1998). In this article we will try to answer the question, is there one best marketing model on the Internet? Web marketing and advertising mainly takes two forms: banner ads and target ads (Web sites). The former are generally seen as traffic generators to the latter (Hoffman et al. 1995; Doyle et al. 1997; Chatterjee et al. 1998). The body of research on both http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Consumption Markets and Culture Taylor & Francis

To click or not to click: An empirical study of response to banner ads for high and low involvement products

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Publisher
Taylor & Francis
Copyright
Copyright Taylor & Francis Group, LLC
ISSN
1477-223X
eISSN
1025-3866
DOI
10.1080/10253866.2000.9670349
Publisher site
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Abstract

To Click or Not to Click: An Empirical Study of Response to Banner Ads for High and Low Involvement Products Micael Dahlén , Ylva Ekborn and Natalia Mörner INTRODUCTION The Internet is the fastest growing medium of all times and electronic marketing posits the biggest threat and opportunity to almost every industry in the 21st century (Eighmey and McCord 1998; Achrol and Kotler 1999). As consumers move online, so do advertisers. Advertising expenditures on the Net increased by 121 percent to a total of 4 billion dollars in 1999 and are likely to increase more than twenty-fold (TAB, 1999b, 1999c). As the Internet continues to take an ever larger share of the marketing budget, the question of how to design and evaluate Web advertising becomes crucial (Ducoffe 1996; Hoffman and Novak 1997a; Dreze and Zufryden 1998). In this article we will try to answer the question, is there one best marketing model on the Internet? Web marketing and advertising mainly takes two forms: banner ads and target ads (Web sites). The former are generally seen as traffic generators to the latter (Hoffman et al. 1995; Doyle et al. 1997; Chatterjee et al. 1998). The body of research on both

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Consumption Markets and Culture – Taylor & Francis

Published: Jan 1, 2000

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