Different Forced-Exposure Levels to Banner Advertisements

Marye Tharp, Jung-Gyo Lee and Chang-Hoan Cho

This study explores the effects of different levels of forced exposure to banner ads on advertising responses such as advertising perception, clicking of banner ads, banner attitude, brand attitude, and purchase intention.

Different Forced-Exposure Levels to Banner Advertisements

Chang-Hoan Cho University of FloridaJung-Gyo Lee University of Missouri-Columbia andMarye Tharp University of Texas at Austin

The World Wide Web is emerging as a viable mass medium because of its unique and versatile capabilities (Ducoffe, 1996). As the WWW has been experiencing rapid growth as an advertising medium with $7.1 billion spent on U.S. online advertising in 2000 (eMarketer, 2001), it has increasingly become important for advertisers and marketers to examine the factors that influence how consumers process advertising on the web (Cho, 1999). One possible influence is...

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