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ISSN : 1229-8778
This study was conducted to examine how the clutter of banner advertisements and users' involvement with Web contents influence on consumer's recall and recognition of banner ads. An experimental design was employed to measure these effects. There were a total of 282 participants in the experiment. After surfing the Web sites, participants completed a questionnaire regarding their involvement with the Web contents and their recall/recognition of banner ads. To answer research questions, independent sample t-tests and two-way ANOVAs were conducted. The results showed that recall and recognition of banner advertisements were affected by the degree of banner advertising clutter. Compared to a high-clutter advertising condition, the rates of recall and recognition were significantly higher in a low-clutter advertising condition. In addition, there were no differences in the rates of recall and recognition of banner ads between high-involvement and low-involvement groups. Finally, the ad clutter and Web content involvement did not influence the rates of recall and recognition when the banner ad is placed in the upper-center location of a Web site. But the influence of these variables on the ad memory was more evident for the banner ads in the peripheral area of a Web site. The results implies that it will be desirable for marketers to place banner advertisement on less ad-cluttered Web site since more ad-cluttered Web site is likely to result in lower recall and recognition of banner ads. Furthermore, it is expected that placing banner advertisement in the center area of a Web page will help banner ads be more remembered by Web users. It is suggested that more efforts needs to be done in the future to investigate the relationship between advertised product/service and Web site on which banner advertisements are placed.
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