ABSTRACT
A Study about The Frequency of Exposure and Effects of Advertisement of Banner
Lee, Jung-Sung
Major in Multimedia Advertising
Graduate School of Advertising & Public Relations
Hong-Ik University
The effects of advertisement are generally classified as the exposure, the psychological and the active effects. Among them, the internet advertisement has outstanding merit of exposure effect comparing to other traditional methods.
One of those important issues of advertisement is the aspect how to measure the effects of advertisement. It has been suggested that the merits and demerits of internet mentioned above, cannot be measured with existing methods of measuring effects of advertisement(ads.).
The objective of this study is to discuss the effects of banner ads. which has been regarded as important with the recent growth of internet ads.. That is to discuss the exposures of banner ads., and effects of ads., than to seek the ways to increase effects of banner ads. for the future.
The method of this study examines literatures and cases together. The literature study examines overall theories of banner ads.. In addition, the case study is based on the results of internet ads., performed during acertain period of time by the Lotte Internet Department Store who operates actual internet shopping mall, and analyzes the effects of ads., which is the approximate sales by clinking the particular banner ads. As integrated results, by examining the relations with sales amount with a base of the impressions which has been recently preferred in measuring the effects of banner ads., the users ' frequent connects to the pages with the banner ads. does not connected to the sales, the ultimate objective of ads.. This indicates that the banner ads. is successful with getting interests of users but is unsuccessful due to the lack of product assortment, managing product information, merits of discount and etc .
However, while the impression is the method that counts number of exposure of ads., when the users connect to the page that runs ads., it is considered that just seeing the banner of Lotte Internet Department Store has effected on increase the brand image of Lotte.
Therefore, a scheme for effective banner ads., the core of this study, is briefly summarized.
First, on the aspects of managing banner, the frequency of exposure and click through rate should be managed. That is if the frequency of exposure does not meet the expectation, sufficient frequency of exposure should be secured. If the click through rate is low the cause can be mis-targeting,weak skills of banner ads. management or change in other
types of banner thus seeking other websiteis desirable. Moreover, to manage whether the visitor reach to the site after clicking the banner, the completion of banner or one 's sites should be reviewed.
Second, as analysis of banner itself, the location, the wordings, the graphic or multimedia design, and the size of banner should be reviewed.
The effect of banner ads. is increased when it is located on the loading screen of showing first. Also, locating same banner in two places, top most and bottom most of the page is more effective.
The wordings of banner should by easy to see and easy to read, and clicking rate in case of exposure of messages such as 'Free!' or 'Gift!' is increased. Moreover, urging for action or perhaps suggesting for visit messages, such as 'Click here!' or 'Visit Now'can increase clicking rate. The graphic or multimedia design of banner is to induce users' attentions, so the color of banner, animation, and sound should be considered.
For the color of banner, light color, such as blue, green, yellow and etc ..., has higher clicking rate and animaion is effective in getting attentions.
For the size of banner, large size of banner has higher clicking rate. However, if the program of banner is too big, loading time takes longer than other banners and the user might move to other pages before the banner appears. Therefore, it is effective to decrease the capacity of banner to easy to load on the screen.
Few schemes to increase effects of banner ads. are aforementioned . Than, how the effects of banner ads. can be measured in the future.
The most effective method is to add the concept of interactive, the specialty, which only the internet can have, to existing, exposure-centered method. That is reaching rate and frequency is the base of measurement ; however, the measuring method which considers visitors' clicking of banner and duration time of staying on that website after the click are regarded to be most effective method at the present.
It is hope that the methods to increase effects of banner advertisements introduced above can contribute in actual effects of advertisements.
다음 페이지로