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Factors Affecting Online Advertising Recall: A Study of Students

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  • DANAHER, PETER J.
  • MULLARKEY, GUY W.

Abstract

In this 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 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.

Suggested Citation

  • Danaher, Peter J. & Mullarkey, Guy W., 2003. "Factors Affecting Online Advertising Recall: A Study of Students," Journal of Advertising Research, Cambridge University Press, vol. 43(3), pages 252-267, September.
    • Handle: RePEc:cup:jadres:v:43:y:2003:i:03:p:252-267_03
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    Cited by:

    1. Rizwan Raheem Ahmed & Dalia Streimikiene & Gerhard Berchtold & Jolita Vveinhardt & Zahid Ali Channar & Riaz Hussain Soomro, 2019. "Effectiveness of Online Digital Media Advertising as A Strategic Tool for Building Brand Sustainability: Evidence from FMCGs and Services Sectors of Pakistan," Sustainability, MDPI, vol. 11(12), pages 1-40, June.
    2. Yi Zhu & Kenneth C. Wilbur, 2011. "Hybrid Advertising Auctions," Marketing Science, INFORMS, vol. 30(2), pages 249-273, 03-04.
    3. Goić, Marcel & Jerath, Kinshuk & Kalyanam, Kirthi, 2022. "The roles of multiple channels in predicting website visits and purchases: Engagers versus closers," International Journal of Research in Marketing, Elsevier, vol. 39(3), pages 656-677.
    4. Anindya Ghose & Sha Yang, 2007. "An Empirical Analysis of Search Engine Advertising: Sponsored Search and Cross-Selling in Electronic Markets," Working Papers 07-35, NET Institute, revised Sep 2007.
    5. Zenetti, German & Klapper, Daniel, 2016. "Advertising Effects Under Consumer Heterogeneity – The Moderating Role of Brand Experience, Advertising Recall and Attitude," Journal of Retailing, Elsevier, vol. 92(3), pages 352-372.
    6. Espigares-Jurado, Francisco & Muñoz-Leiva, Francisco & Correia, Marisol B. & Sousa, Carlos M.R. & Ramos, Célia M.Q. & Faísca, Luís, 2020. "Visual attention to the main image of a hotel website based on its position, type of navigation and belonging to Millennial generation: An eye tracking study," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    7. Campbell, Colin & Sands, Sean & Treen, Emily & McFerran, Brent, 2021. "Fleeting, But Not Forgotten: Ephemerality as a Means to Increase Recall of Advertising," Journal of Interactive Marketing, Elsevier, vol. 56(C), pages 96-105.
    8. Yi Zhu & Kenneth C. Wilbur, 2008. "Strategic Bidding in Hybrid CPC/CPM Auctions," Working Papers 08-25, NET Institute, revised Oct 2008.
    9. Anindya Ghose & Sha Yang, 2009. "An Empirical Analysis of Search Engine Advertising: Sponsored Search in Electronic Markets," Management Science, INFORMS, vol. 55(10), pages 1605-1622, October.
    10. Mihai Țichindelean & Monica Teodora Țichindelean & Iuliana Cetină & Gheorghe Orzan, 2021. "A Comparative Eye Tracking Study of Usability—Towards Sustainable Web Design," Sustainability, MDPI, vol. 13(18), pages 1-31, September.
    11. Oliver Rutz & Randolph Bucklin, 2012. "Does banner advertising affect browsing for brands? clickstream choice model says yes, for some," Quantitative Marketing and Economics (QME), Springer, vol. 10(2), pages 231-257, June.
    12. K. Sudhir & Seung Yoon Lee & Subroto Roy, 2021. "Lookalike Targeting on Others' Journeys: Brand Versus Performance Marketing," Cowles Foundation Discussion Papers 2302R, Cowles Foundation for Research in Economics, Yale University, revised Jun 2022.
    13. Cauberghe, Verolien & De Pelsmacker, Patrick, 2010. "The Effectiveness of Telescopic Ads Delivered Via Interactive Digital Television: The Impact of the Amount of Information and the Level of Interactivity on Brand Responses," Journal of Interactive Marketing, Elsevier, vol. 24(4), pages 297-308.
    14. Reggiani, Carlo & Valletti, Tommaso, 2016. "Net neutrality and innovation at the core and at the edge," International Journal of Industrial Organization, Elsevier, vol. 45(C), pages 16-27.
    15. Campbell, Colin & Evans, Nathaniel J., 2018. "The Role of a Companion Banner and Sponsorship Transparency in Recognizing and Evaluating Article-style Native Advertising," Journal of Interactive Marketing, Elsevier, vol. 43(C), pages 17-32.
    16. Salvador del Barrio García & Esmeralda Crespo Almendros, 2011. "Impact of online sales promotion type on internet user recall," DOCFRADIS Working Papers 1106, Catedra Fundación Ramón Areces de Distribución Comercial.
    17. Yuheng Hu, 2021. "Characterizing Social TV Activity Around Televised Events: A Joint Topic Model Approach," INFORMS Journal on Computing, INFORMS, vol. 33(4), pages 1320-1338, October.
    18. Imran Anwar Mir, 2017. "Impact of Entertainment Motivational Drivers on User Acceptance of Online Social Network Banner Advertising: A Gratification Perspective," Zagreb International Review of Economics and Business, Faculty of Economics and Business, University of Zagreb, vol. 20(1), pages 19-47, May.

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