Analysis of Contextual Effects of Advertising Banners

Sebastian Schöber () and Harald Kindermann ()
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Sebastian Schöber: University of Applied Sciences Upper Austria
Harald Kindermann: University of Applied Sciences Upper Austria

A chapter in Information Systems and Neuroscience, 2020, pp 253-258 from Springer

Abstract: Abstract In the light of the fact that advertising contacts can be affected by the surrounding contents, this paper focuses on answering the question to what extent the mood, triggered by an online news article in which a banner is placed, influences the brand decision. It seems that, the content of an article will not impact the effect of the banner and thus on brand decisions. A conducted experiment revealed that neither negative, neutral nor positive articles had a significant impact on the brand decision. Due to the exploratory approach of the study and the fact that similar publications show different results, more research is needed to clarify the discrepancy.

Keywords: Banner advertising; Online news article; Mood; Brand decision (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:spr:lnichp:978-3-030-60073-0_29

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DOI: 10.1007/978-3-030-60073-0_29

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