PENGARUH WEB PAGE EXPOSURE DURATION (WPED) TERHADAP BRAND RECALL IKLAN BANNER DI INTERNET

Ma’aruf, Ma’aruf and Oktavianus, Dani and Syarif, Syahrial (2010) PENGARUH WEB PAGE EXPOSURE DURATION (WPED) TERHADAP BRAND RECALL IKLAN BANNER DI INTERNET. Working Paper. FAKULTAS EKONOMI. (Unpublished)

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Abstract

This research examines factors that might impact on web advertising recall. These factors include the viewing mode, duration of page and including text and page background complexity and the style of the banner advertisement. Through an experimental design conducted on a student sample, this research manipulates these factors over several levels. The key finding is that the longer a person is exposed to a web page containing a banner advertisement, the more likely they are to remember that banner advertisement.

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