Effect of banner advertisement and brand

Abstract

Banner advertisements are a type of online advertising where the image of the product is placed on a website as moving or fixed and directs the user to the advertised product. The data were collected through an online survey using the snowball sampling method. The design of the study consists of an experimental group (144 participants) and two control groups (138+133=271 participants). The aim of the study is to measure the effectiveness of banner advertising and brand. According to the results of the research, more than half of the participants who watched the video with banner advertisements fully remembered the brand in the unaided recall questions. It has been determined that banner advertising has a negative effect on the beauty of the product, arousing the desire to buy and its quality. It has been seen that the brand has a positive effect in terms of these factors. While it is seen that banner advertisement has a negative effect on the beauty and quality of the product for men, a negative effect has been determined in terms of beauty, arousing the desire to buy and quality of the product for women. It is understood that female participants are more sensitive to the brand than male participants.

Banner advertisements are a type of online advertising where the image of the product is placed on a website as moving or fixed and directs the user to the advertised product. The data were collected through an online survey using the snowball sampling method. The design of the study consists of an experimental group (144 participants) and two control groups (138+133=271 participants). The aim of the study is to measure the effectiveness of banner advertising and brand. According to the results of the research, more than half of the participants who watched the video with banner advertisements fully remembered the brand in the unaided recall questions. It has been determined that banner advertising has a negative effect on the beauty of the product, arousing the desire to buy and its quality. It has been seen that the brand has a positive effect in terms of these factors. While it is seen that banner advertisement has a negative effect on the beauty and quality of the product for men, a negative effect has been determined in terms of beauty, arousing the desire to buy and quality of the product for women. It is understood that female participants are more sensitive to the brand than male participants.