Impacts of Website Context Relevance on Banner Advertisement Effectiveness

Abstract

This study examines how the Internet context (website) within which advertisements (banners) are embedded influences ad effectiveness. Respondents evaluated banners after they reviewed a website in which a contextually relevant banner and a contextually irrelevant banner were placed. Results suggest that (1) a contextually relevant banner induced more favorable evaluation and a greater purchase intention toward advertised products than a contextually irrelevant counterpart, and (2) neither a contextually relevant banner nor a contextually irrelevant banner wasrecalled with better accuracy than the other banner. These findings provide implications for future consumer research and website promotion.

Dollar-Off or Percent-Off? Discount Framing, Construal Levels, and Advertising Appeals

“…Distance calculations are spontaneous, even without explicit instruction (Alter & Oppenheimer, 2008;Bar-Anan, Liberman, & Trope, 2006;Shirai, 2015;Yoon, Kim, Beltis, Logan, & Subramanian, 2018). CLT has been applied to diverse research contexts such as sensory effects on brand extensions (e.g., Amit, Algom, & Trope, 2009;Lee et al, 2014), language choices for marketing communication (Semin & Smith, 1999), store location choices (Khan, Zhu, & Kalra, 2011), banner ad selection (Jeong & King, 2010) and fluency of information processing (Alter & Oppenheimer, 2008).…”

Digital Native Advertising: Practitioner Perspectives and a Research Agenda

“…Furthermore, the embeddedness of digital native advertising content might require its greater congruence with other content on the platform. However, prior research offers contradictory findings regarding context-advertisement congruency: Some studies identify positive effects of a congruent advertising context on ad effectiveness (Jeong and King 2010;Kononova and Yuan 2015;Sharma 2000), whereas others support the placement of advertising in contrasting contexts (Perry, Jenzowsky, and King 1997).…”

“…For example, audience responses to branded content in magazines are influenced by the characteristics of that medium (van Reijmersdal, Neijens, and Smit 2005). For digital advertising, a relevant website can enhance evaluations of banner advertisements (Jeong and King 2010). The penetration of smartphones and other mobile devices into consumers' lives has led to an enormous increase in spending on mobile advertising (Grewal et al 2016).…”

“…The growing variety of channels that distribute digital native advertising content across a wide range of consumer devices complicates advertisers' decision making with regard to media contexts, yet these contexts have significant influences on consumers' evaluations of embedded advertising (Jeong and King 2010;Krugman 1983). The advertising context typically refers to characteristics of the medium or surrounding content in which an advertisement gets inserted (De Pelsmacker, Geuens, and Anckaert 2002).…”

Advertising Contribution to a Firm's Profit: Theory and Evidence from the Airline Industry in the United States

“…Internet advertising by firms including airlines in the United States has also grown sharply since the 1990s (Jeong & King, 2010). Airlines in the United States have integrated the internet medium with traditional media to better promote their brands.…”