A yet to be published new study has confirmed that even this incidental exposure to advertising may have a positive effect on consumer attitudes. The study would be published by Journal of Consumer Research.
The study has revised repeated views of web-based banner ads.
The study says
“Regardless of measured click-through rates, banner ads may still create a favorable attitude toward the ad due to repeated exposure.”
The repeated content leads to familiarity which is a good thing in business.
What does this mean
It means we can not just abandon banners by saying that they do not work. Instead banners should be strategically used t build the familiarity about your business, a kind of subtle brnd building.
So if you had been thinking of taking of your banner campaigns, think again about the long term benefit
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