Factors affecting online advertising recall: A study of students

Peter J. Danaher, Guy W. Mullarkey

Research output: Contribution to journalArticleResearchpeer-review

153 Citations (Scopus)


In this article we examine factors that might impact on web advertising recall and recognition. These factors include the viewing mode, duration of page viewing, and web page context factors, including text and page background complexity and the style of the banner advertisement. Via an experimental design conducted on a student sample, we manipulate these factors over several levels. The key finding is that the longer a person is exposed to a web page containing a banner advertisement, the more likely they are to remember that banner advertisement. We also find that recognition scores are much higher than both unaided and aided recall scores. Finally, web users in a goal-directed mode are much less likely to recall and recognize banner advertisements than users who are surfing a site.

Original languageEnglish
Pages (from-to)252-266
Number of pages15
JournalJournal of Advertising Research
Issue number3
Publication statusPublished - 1 Dec 2003
Externally publishedYes

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