Reproductions Supplied by EDRS Are the Best That Can Be Made from the Original Document

DOCUMENT RESUME ED 447 537 CS 510 454 TITLE Proceedings of the Annual Meeting of the Association for Education in Journalism and Mass Communication (83rd, Phoenix, Arizona, August 9-12, 2000). Advertising Division. INSTITUTION Association for Education in Journalism and Mass Communication. PUB DATE 2000-08-00 NOTE 311p.; For other sections of this proceedings, see CS 510 451-470. PUB TYPE Collected Works Proceedings (021) EDRS PRICE MF01/PC13 Plus Postage. nVer,71-rnmpsne, Adolescents; *Advertising; Agenda Setting; Audience Response; Blacks; Consumer Economics; Females; Health Education; Higher Education; Information Sources; Internet; Job Skills; *Journalism Education; *Marketing; *Mass Media Effects; Newspapers; Presidential Campaigns (United States); *Smoking; *Social Responsibility; World War II IDENTIFIERS Advertising Effectiveness; Breast Cancer; Communication Strategies; *Political Advertising ABSTRACT The Advertising Division section of the proceedings contains the following 14 papers: "The Effectiveness of Banner Advertisements: Involvement and Click-Through" (Chang-Hoan Cho and John D. Leckenby); "Messages of Hope: Developing Health Campaigns that Address Misperceptions of Breast Cancer Held by Women of Color" (Cynthia M. Frisby); "Advertising and the Consumer's Hunt for Information: Traditional and Internet Sources" (Catherine Ilse Pfeifer); "Presidential Primary 2000 Videocassettes: A Framing Study" (John Parmalee); "Influence of Cigarette Promotion on Juvenile Susceptibility to Smoking: A Path Analysis" (Hye-ryeon Lee, Kristie A. Taylor and Stacey Nofziger); "Smoking in the News: Intermedia Agenda-Setting and the Anti-Tobacco Advertising Campaign" (Stacie Lee Greene); "What the Real World Really Wants: An Analysis of Advertising Employment Ads" (Sally J. McMillan, Kim Bartel Sheehan, Brandt Heinemann and Charles Frazer); "Effective Communication of Brand Extensions" (Jooyoung Kim); "J. Peterman and 'Seinfeld': Why a Promotional Success Was a Marketing Failure" (Richard D. Parker and James A. Karrh); "Slinging Mud: The Effectiveness of Attack and Response in Negative Political Advertising" (Sung Wook Shim); "Underwriting the War Effort: The Advertising Council Organizes the Advertising Industry, 1942-1945" (Inger L. Stole); "The Effectiveness of Comparative Advertising among Koreans: Is It Effective to Increase the Intensity of Comparison over Time?" (Jang-Sun Hwang and Mariea Grubbs Hoy); and "The Effects of Ethnic Identification on Multicultural Adolescents' Evaluations of Ads" (Osei Appiah). (RS) Reproductions supplied by EDRS are the best that can be made from the original document. Proceedings of the Annual Meeting of the Association for Education in Journalism and Mass Communication (83rd, Phoenix, Arizona, August 9-12, 2000): Advertising Division. U.S. DEPARTMENT OF EDUCATION Office of Educational Research and Improvement EDUCATIONAL RESOURCES INFORMATION PERMISSION TO REPRODUCE AND CENTER (ERIC) DISSEMINATE THIS MATERIAL HAS This document has been reproduced as BEEN GRANTED BY received from the person or organization originating it. Minor changes have been made to improve reproduction quality. BEST COPY AVAILABLE "1" kr) Points of view or opinions stated in this '1' document do not necessarily represent TO THE EDUCATIONAL RESOURCES official OERI position or policy. INFORMATION CENTER (ERIC) kr) 1 AEJMC 2000 The Effectiveness of Banner Advertisements: Involvement and Click-through Chang-Hoan Cho, Assistant Professor (University of Nebraska-Lincoln, Department of Advertising, [email protected]) John D. Leckenby, Professor (University of Texas at Austin, Department of Advertising, [email protected]) Abstract This paper explores the relationship between consumer's level of involvement and clicking of banner ads on the WWW. This study indicates that people in high-involvement situations are more likely to click a banner ad in order to request more information than those in low-involvement situations. Meanwhile, it is found that people in low-involvement situations are more likely to click a banner ad when it has a large size and dynamic animation. However, the size and the animation of the banner ad do not influence people's clicking of banner ads for people in high-involvement situations. This study measured a real click-through rate with the aid of online data collection technology called Cold Fusion. Introduction Cook 1994; Rice 1984; Steuer 1992; Williams et al. 1988; The Internet is one of the fastest-growing media in Ariely 1998; Ha and James 1998). In addition, many terms of its users. NUA Internet surveys estimate that 275 different consumer activities can be classified as interactivity million people use the Internet worldwide as of February on the WWW (e.g., clicking, providing feedback, searching, 2000 (URL: http:// www. nua .ie /surveys/how_many_online/). etc.). Along with this explosive growth of Internet users in the There are many different forms of advertising on the world, Internet advertising is also experiencing the Web: e.g., banners, buttons, text links, sponsorships, target exponential growth, with $3 billion spent online in 1999 and sites, interstitials, and more. Banner advertisements on the $8 billion projected to be spent online advertising by the WWW began in October 1994, when AT&T first year 2002 (Jupiter Communication 2000, at URL: advertised on HotWired.com (Zeff and Aronson 1999). http://www.jup.com). Since then, banners have dominated advertising on the The Internet has several distinguishing characteristics WWW and have become the standard advertising format on such as interactivity, irrelevance of distance and time, low the Web (Meland 2000). Even though there are other ways set-up costs, targeting, global coverage, and ease of entry of fmding out and arriving at target sites on the WWW, the (Berthon et al. 1996; Zeff and Aronson 1999). Among these characteristics, interactivity is considered to be the key advantage of the medium (Rafaeli and Sudweeks 1997; Morris and Ogan 1996; Pavlik 1996). Even though the concept of interactivity has a long history, the Internet banner advertisement click-through is believed to be revivifies the discussion of interactivity because of its the most common way to draw consumers into the target explosive growth since mid 1990s. There are many different sites and thus engage them with a brand or product (Cho ways of defming interactivity in the Internet (Flaherty 1985; and Leckenby 1999). Accordingly, measuring 3 AEJMC 2000 advertisement banner click-through rates has already banner ads to see the content of target ads, this is called become important both for the advertiser and the Web site. voluntary exposure to target ads (Cho 1999). In addition, the pricing method of online advertising is moving toward being based in click-through rates (Zeff andVoluntary Exposure to the Target Ad (Clicking the Banner Ad) Aronson 1999; Media Post 2000), and it is relatively easy to Clicking banners is a voluntary action for the purpose measure click-through rates with the aid of innovative of seeing more detailed advertising messages by requesting technology. There are many known and unknown factors more information. This voluntary exposure to advertising influencing people's clicking behaviors. Among these messages appears to be highly dependent on consumers' factors, this paper will focus on the effects of level of level of personal and product involvement. There exists involvement on people's clicking behaviors. extensive literature pertaining to various types of involvement in advertising research: personal relevance How People Process Advertising on the WWW (Zaichkowsky 1985), elaboration (Petty and Cacioppo Many researchers have formulated different models of 1981); staged process (Ray, Sawyer, Rothschild, Heeler, the stages, routes or hierarchy consumers go through when Strong and Reed 1973; Greenwald and Leavitt 1984); they are exposed to advertising messages (Krugman 1965; Bridging connections (Krugman 1965), personal/intemal Ray, Sawyer, Rothschild, Heeler, Strong and Reed 1973; state (Mitchell 1979; Cohen 1983; Andrews, Durvasula and Houston and Rothschild 1978; Petty and Cacioppo 1981; Akhter 1990), cognitive and affective involvement (Park and 1983; 1986). These models are called hierarchy-of-effects Young 1983); involvement with the product--situational models or how-advertising-works models. Traditional and/or enduring involvement (Houston and Rothschild 1978; hierarchy-of-effects models assume that the first stage of the Celsi and Olson 1988; Laurent and Kapferer 1985; Richins persuasion process is awareness through advertising and Bloch 1986). exposure (Lavidge and Steinger 1961; Barry 1987; Preston 1982). In other words, the bottom line of advertising is to be 1) High Involvement noticed or advertising exposure (Lavidge and Steinger 1961; The literature on involvement with the product Barry 1987; Preston 1982). Here, advertising exposure is suggests that when consumers are highly involved with a involuntary because individuals incidentally just happen to product, they tend to be very receptive to most information come across an ad in traditional media. related to that product and thus pay more attention to ads for Meanwhile, advertising exposure in the Internet can be information (Bloch, Sherrell and Ridgway 1986; Houston either involuntary or voluntary (Cho 1998). There are two 1979; Lehmann 1977). Likewise, consumers are more likely current dominant forms of Web advertising: 1) the banner ad to conduct greater information

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