ARE UNCLICKED ADS WASTED? ENDURING EFFECTS OF BANNER AND POP-UP AD EXPOSURES ON BRAND MEMORY AND ATTITUDES

By Patrali Chatterjee. 2008

164 citations recorded by the source corpus.

View Paper: https://www.semanticscholar.org/paper/d8e9cc2c5a64c49ae1ac07e21496d44606cee936

How researchers see this paper

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

1. Hui-Yi Lo
2. M. Chtourou
3. S. Tremblay
4. Hao Li
5. Katherine Guérard
6. Guillaume Hervet

Citations in the corpus

• Is Banner Blindness Genuine? Eye Tracking Internet Text Advertising (2011, background): “Most marketing studies focusing on ad efficiency and ad processing have measured participants’ memory and reported that memory for the ad message was rather poor (Chatterjee, 2008; Drèze & Hussherr, 2003; Heath & Nairn, 2005; Hefli & Haygood, 1985).”
• Do You Recognize Its Brand? The Effectiveness of Online In-Stream Video Advertisements (2015, background): “Consumer interaction with online ads can be categorized into a hierarchy of stages: preattention, attention, and behavioral decision (Chatterjee 2001).”