Prior research on Internet advertising has focused on the input and process components of banner ad design, but fail to address the influence of visual display principles on the output component of banner ad design. This may account for the decreasing online banner ad click-through rates, which are significantly below 1%. Motivated by the lack of research on the influence of visual display principles on banner ad design, we have developed the Extended Advertising Network Model. The theoretical background for the Extended Advertising Network Model is the visual perception theories. The Extended Advertising Network Model provides guidelines on how to effectively design advertising network firms and banner ads. Also, the model encourages banner ad designers to pay equal attention to all the components that are involved in banner ad design in order to draw the attention of web users, thus increasing merchants and vendors’ revenues and online banner ad click-through rates.
Idemudia, Efosa C. MBA, Ph.D., "The Extended Advertising Network Model" (2010). AMCIS 2010 Proceedings. 185.