Different forced-exposure levels to banner advertisements

This study explores the effects of different levels of forced exposure to b anner ads on advertising responses such as advertising perception, clicking of banner ads, banner attitude, brand attitude, and purchase intention. Th e study employed a within-group experimental design using online data colle ction technology called Cold Fusion. It was found that the degree of forced exposure to banner ads had a significantly positive relationship with adve rtising perception and clicking of banner ads. Unexpectedly, it was also fo und that the banner ad presented in the format of the highest forced-exposu re level also yielded the most desirable advertising effects (i.e., favorab le attitude toward the banner ad, favorable attitude toward the brand, and high purchase intention).