Factors affecting online advertising recall: a study of students

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.

Factors Affecting Online Advertising Recall: A Study of Students

Peter J. DanaherUniversity of AucklandGuy W. Mullarkey Shell Australia Ltd

ADVERTISING ON THE WORLD WIDE WEB

The world wide web continues to grow rapidly. Indeed, the web has experienced...