THE FUNCTION OF FORMAT: Consumer Responses to Six On-line Advertising Formats

By K. Burns, R. Lutz. 2006

160 citations recorded by the source corpus.

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Effects of online advertising format and persuasion knowledge on audience reactions (2012, background): “Next to banner ads, other major online advertising formats include pop-ups, interstitials, floating ads, skyscrapers, sponsorships, hypertext links (Burns and Lutz 2006; Rodgers and Thorson 2000), rich media (Li and Leckenby 2007), paid keyword search listings, advergames, and mobile advertising…”
Are we measuring the same attitude? Understanding media effects on attitude towards advertising (2007, methodology): “Moreover, in internet advertising, there are many online ad formats, each possessing distinctive features that could complicate the consumers’ perception of what constitutes online advertising (Burns and Lutz, 2006).”
Alcohol's Getting a Bit More Social: When Alcohol Marketing Messages on Facebook Increase Young Adults’ Intentions to Imbibe (2015, background): “Past research has explored the effectiveness of online display advertising primarily in relation to behavioral intentions and behaviors related to the advertised product, object, or issue (Berthon, Pitt, & Watson, 1996; Burns & Lutz, 2006; Ducoffe, 1996; Goldfarb & Tucker, 2011; Ha, 2008).”
Missing the Mark (2011, unknown): “Since format has been found to matter in online ads (Burns and Lutz 2006), this study concentrated only on small, rectangular banner-style ads.”