Macquarie University
Browse

Understanding Banner Blindness: An Executive Functions Approach

Download (2.68 MB)
thesis
posted on 2024-09-30, 02:00 authored by Farzad AbediFarzad Abedi

Currently, consumers increasingly spend a considerable amount of their time online, and this has made marketers accordingly shift their focus away from traditional advertising toward online advertising. Banner ads are one of the most common forms of online advertising. However, despite its popularity, studies show that people often dislike advertising banners and try not to look at them when browsing. Marketers have always been trying to find appropriate methods to overcome consumers’ banner blindness. This research aims to compare the two strategies of a) nudging with a right-ad/right-time (RART) approach versus b) overwhelming with extreme creativity (XC). It used eye-tracking methods to see how well these strategies influenced consumers in an online environment. Our findings showed that creative ads are successful in drawing consumers’ attention and generating a positive attitude towards the brand and advertisement. However, they do not do well for memory-oriented measures. On the other hand, although personalized ads are not effective in catching consumer’s attention, they have a positive influence on memory. The study also suggests examining the level of brand familiarity for the next researches.

History

Table of Contents

Introduction -- Literature Review -- Method -- Findings -- Analysis and Discussion -- References -- Appendices

Awarding Institution

Macquarie University

Degree Type

MRes

Degree

Master of Research

Department, Centre or School

Department of Marketing and Management

Year of Award

2020

Principal Supervisor

Scott Koslow

Rights

Copyright: The Author Copyright disclaimer: https://www.mq.edu.au/copyright-disclaimer

Language

English

Extent

85 pages

Usage metrics

    Macquarie University Theses

    Exports

    RefWorks
    BibTeX
    Ref. manager
    Endnote
    DataCite
    NLM
    DC