Document Type

Article

Abstract

The aim of this research is to study impact of banner ad position (top, bottom, left and right) on (1) banner ad fixation, (2) brand awareness, and (3) product knowledge. Two moderator variables, (1) congruence of banner ad content and website content and (2) advertising objectives (to inform and to persuade), are also used in this study. This experimental research is conducted with sixteen webpages (4 banner ad positions x 2 conditions of congruence between banner and web contents x 2 banner objectives). Each webpage has the same content which is a restaurant review but banner ad and banner ad position are varied across the sixteen webpages. An eye-tracking tool, Mirametrix S2 Eye Tracker, was used to collect banner ad fixation data. Brand awareness and product knowledge data were collected with questionnaires. The experimental results indicate that banner ad position does not impact banner ad fixation, brand awareness, and product knowledge. We investigated congruence of banner ad content and website content, and found that banner ad position affected product knowledge but did not have an effect on banner ad fixation and brand awareness regardless of congruent conditions. On the other hand, we investigated advertising objective and found that banner ad position did not have an impact on banner ad fixation, brand awareness, and product knowledge in both information and persuasive objectives.

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