外文翻譯--網(wǎng)絡(luò)廣告：任何人都看嗎？-在線瀏覽
2024-07-24 06:03本頁(yè)面
【正文】 their effectiveness。 and, (4) are more traditional measures such as recall or awareness more appropriate?The purpose of this paper is to answer these four questions. We intend to show that because banner ads operate mostly at the preattentive processing level (Shapiro, MacInnis, and Hoyer1997), traditional effectiveness measures are more appropriate than clickthrough rates. We will then use these measures to study some of the factors that might impact banner ad effectiveness. The remainder of the paper is organized as follows. The first section discusses the results of a study which utilized an eyetracking device to determine whether web surfers see banner ads and which factors increase or decrease the probability that a banner ad is seen. We use the results from this first study to generate hypotheses about the characteristics of banner ads that might increase or decrease viewers’ attention. The following section relates the results of the followup study that tested the hypotheses generated in the first study on a broader sample of web surfers (807 respondents). The study also explored the effects of Inter advertising on recall, recognition, and awareness. We then consider the results of both studies and discuss their managerial relevance. Finally, we close with concluding remarks, a discussion of the limitations of our methodology and results, and directions for future research. Study 1: Eyetracking The Inter differs from traditional media in at least one significant way. When an advertiser uses Television or Radio to deliver his messages, he preempts the program being broadcast (., a sit or song) and uses all the bandwidth of the medium to transmit his message. This means that by default, the viewer or listener is paying attention to the advertisers,and the message is only interrupted if the listener zaps away. Zapping, however, is quite infrequent. Siddarth (1999) reports zapping rates for mercials of less than 3%. By contrast,online banner ads share their bandwidth with other elements of the pages in which they are being displayed. A banner ad typically occupies less than 10% of the area of a web page on a standard VGA puter screen (640x480 pixels). Therefore, the attention of the web surfer is generally focused on other elements of the page. The task of the banner ad is to first grab a surfer’s attention and second to induce the surfer to click on the ad. If surfers never look at a banner, they cannot click on it! Shared bandwidth might explain why clickthrough rates are low, but not why they are declining. There is some evidence that some online surfers dislike banner ads (Bass 1999). This dislike is widespread enough that various software exist that actually prevent browsers from downloading ads (AdsOff!, Guard, JunkBuster...). One can thus hypothesize that, as surfers gain more familiarity with the medium, they learn to differentiate informational content from advertising. Ultimately, this would give them the ability to disregard banner ads. Given this possible learning and avoidance behavior, we start our investigation by measuring the extent to which surfers pay attention to banner ads. We begin by formulating the following two hypotheses: H1: Inter users avoid looking at banner ads. H2: The more time users have spent on the Inter, the less they pay attention to banner ads. To test these hypotheses, we asked a group of subjects to look at various web pages while hooked up to an eyetracking device that records their eye movements and fixations. Eyetrac
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