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| Author: | Goodrich, K. |
| Title: | What's up? Exploring upper and lower visual field advertising effects |
| Journal: | Journal of Advertising Research
2010 : MAR, VOL 50:1, p. 91-106 |
| Index terms: | advertising placement internet |
| Freeterms: | brand attitude brand recall |
| Language: | eng |
| Abstract: | The article examines the effects of vertical positioning of online advertisements (upper versus lower visual field) on consumers' attention, aided recall and brand attitude. Furthermore, the article studies two different online ad formats (rectangles and banners) and their effects on attention, aided recall, and brand attitude. According to the findings of the study, vertical location as well as the ad format have a significant effect on attention and aided recall. The format of the ad also has an effect on brand attitude. |
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