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| Author: | Dahlén, M. Bergendahl, J. |
| Title: | Informing and transforming on the web: an empirical study of response to banner ads for functional and expressive products |
| Journal: | International Journal of Advertising
2001 : VOL. 20:2, p. 189-205 |
| Index terms: | ADVERTISING ADVERTISING MEDIA CONSUMER BEHAVIOUR INTERNET PRODUCT VARIETY |
| Language: | eng |
| Abstract: | This article examines the effectiveness of banner ads for functional and expressive products. The results from a large empirical study show that there are major differences between the performances of banner ads for the two product types. Banner ads can work as transporters of consumers to target ads and as ads themselves with direct communication effects. The study indicates that banner ads work better as transporters to target ads for functional products, whereas banner ads for expressive products work better through ad impressions. |
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