Banner advertisement and Web site congruity effects on consumer Web site perceptions

Abstract

Of the many approaches to building a brand’s image on the Internet, a Web site is one of the most important tools for managers. An important decision made by Web site managers is whether to place banner advertisements on their brand’s Web site (e.g. The New Yorker Web site placing an ad for polo.com). While banner advertisements are widespread in the marketplace, it is unclear whether Web sites containing such advertisements may be harming themselves by such a practice. This study addresses this issue by investigating the impact of banner advertisement and Web site congruity on consumer attitudes toward a brand’s Web site. The results of an experiment indicate that if managers include such advertisements on their Web site, these advertisements should be consistent with the Web site brand and that certain consumer characteristics should be considered. Implications of the research for brand management and advertising on the Internet are provided.

Social media and human need satisfaction: Implications for social media marketing

“…Kietzmann, Hermkens, McCarthy, and Silvestre (2011) pointed out that a firm must develop strategies that are congruent with, or suited to, different social media functionalities and the goals of the firm. Various research supports the notion that congruence of advertisement and website content will decrease feelings of intrusiveness and increase positive reactions toward ads (Choi & Rifon, 2002;Edwards, Li, & Lee, 2002;Newman, Stem, & Sprott, 2004). Similarly, we argue that in order to be more effective, social media marketing efforts need to be congruent and aligned with the needs of social media users.…”

An Examination of Effects of Credibility and Congruency on Consumer Responses to Banner Advertisements

“…Subsequently, research has investigated the effects of Web site or Web site context, and consumer-related characteristics on banner ad effectiveness (Cho 2003;Goldsmith and Lafferty 2002;Jin and Villegas 2007;Moore, Stammerjohan, and Coulter 2005;Newman, Stem, and Sprott 2004). What so far has received little research in Web advertising contexts, in spite of a plethora of studies in conventional media settings demonstrating the significant role of source credibility in determining advertising effectiveness, is source credibility (e.g., Goldberg and Hartwick 1990;Goldsmith, Lafferty, and Newell 2000;Lafferty and Goldsmith 1999).…”

A Proposed Cross-Cultural Examination of Online Advertising Effectiveness in China and the UK

“…In the present study, three measures including attitude towards banner ads, ability to recall banner ads and frequency of clicking banner ads will be used to evaluate the effectiveness of online advertising on account of their impact on consumers' online purchase decision and behavior. Newman et al (2004) find that attitude towards the web site will be enhanced when there is a congruency between the banner and the web site. Moreover, the study of Palanisamy (2005) indicates that the gender influences consumers' attitude towards banner advertisements.…”