A Short-Term Twofold Impact on Banner Ads

Publikation, 2011


H. Kindermann - A Short-Term Twofold Impact on Banner Ads - SCSM 2016: Social Computing and Social Media, Orlando, Vereinigte Staaten von Amerika, 2011, pp. 417-426


In light of the situation that banner ads are normally ignored by the target group, the question arises of whether the placement of such ads is reasonable. Referring to the mere exposure effect and priming mechanism, some impact can be derived, however, not always as desired. Depending on existing positive or negative predispositions toward a specific brand, the effect of such a banner can be either positive or negative. It seems that a banner from a negatively perceived brand triggers negative predisposition, hence leading to decreased brand choice.