The Impact Of Content And Design Elements On Banner Advertising Click-Through Rates

By Ritu Lothia, Naveen Donthu, Edmund Hershberger. Journal of Advertising Research, 2003

296 citations recorded by the source corpus.

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

Online engagement factors on Facebook brand pages (2013, background): “the CTR (Lohtia et al. 2003; Fortin and Dholakia 2005).”
Creativity Via Cartoon Spokespeople In Print Ads: Capitalizing on the Distinctiveness Effect (2008, methodology): “Advertisers have even employed simulated animation within loop-animated banner ads to display a sequential series of images and increase consumer attention (Lohtia, Donthu, and Hershberger 2003).”
The Role of Social Media Content Format and Platform in Users’ Engagement Behavior (2021, background): “Previous studies in the field of online advertisements (e.g., Fortin & Dholakia, 2005; Lohtia et al., 2003) found out the existence of the positive effect of vividness over the effectiveness of the online advertisement, measured by the level of interaction with the online ad.”
Evaluating and Optimizing Online Advertising: Forget the Click, but There Are Good Proxies (2015, unknown): “)—at times at the expense of the brand message [19, 11].”