The Impacts of the Internet Banner Advertisement on the Ad Click Intention-The Perspective of Brand Communication

• Main Authors: Yu-Ming Young, 楊育鳴
• Other Authors: Yueh-hua Lee
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/2ay6dx

碩士 === 淡江大學 === 企業管理學系碩士班 === 99 === This study tries to explore how banner ads in the portal sites affect brand communication and achieve sales effect. We use Yahoo portal website as a medium and adopt a 2(type of banner ads) X 2(ads placement) X 2(competitive ads) between subjects design. This study used SSI Web software to design internet questionnaire. A control group was added as a base to this study not through web portal, in order to compare the effects of difference experimental groups. Most of previous studies focus on click-through rate or browsing number as the basis of web-advertising effect. However, these studies only obtain traffic number, it cannot understand consumers’ brand attitude and purchase intention of the brand pop up after seeing banners. Therefore, this research focuses on the brand pop up and tries to understand the brand communication effect after consumers enter the web. The main results are as follows： 1. The dynamic banner has better ads memory and intention of click than the static banner. 2. The top one-third placement has better ads memory and intention of click than the middle placement. 3. Low-competitive ads have better ads memory than high-competitive ads. 4. There is interaction effect between “type of banner ads”, “ads placement” and “competitive ads”, and they all have positive impact on ads memory and click. 5. Ads through portal site have better brand communication effect than those through non-web portal. In sum, this research provides strategies and suggestions for advertisers through the findings.