Attention to Banner Ads and Their Effectiveness: An Eye-Tracking Approach

  title={Attention to Banner Ads and Their Effectiveness: An Eye-Tracking Approach},
  author={Joowon Lee and Jae-Hyeon Ahn},
  journal={International Journal of Electronic Commerce},
  pages={119 - 137}
As with all forms of advertising, exposure is a necessary prerequisite for Internet banner ad effectiveness. However, exposure does not guarantee a user's attention, an issue especially relevant to the Internet, where ad avoidance occurs most frequently. And if an ad is noticed, the message may or may not remain in the consumer's memory after cognitive processing. However, even if the advertising message is not consciously remembered, the exposure can be unconsciously processed and subsequently… Expand
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