THE FUNCTION OF FORMAT: Consumer Responses to Six On-line Advertising Formats

  title={THE FUNCTION OF FORMAT: Consumer Responses to Six On-line Advertising Formats},
  author={Kelli Burns and Richard J. Lutz},
  journal={Journal of Advertising},
  pages={53 - 63}
This study represents an initial empirical test of a new construct--attitude toward on-line advertising format (Aformat). An on-line survey was used to examine both antecedents and consequences of Aformat for each of six on-line ad formats (e.g., pop-ups, banners, skyscrapers). Regression analyses revealed Aformatto be significantly related to attitude toward the ad (Aad) for all formats. Furthermore, Aformat was significantly related to self-reported on-line ad behaviors such as clickthrough… 

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