Journal article
Web advertisement effectiveness evaluation: Attention and memory
Journal of Vacation Marketing, Vol.25(1), pp.130-146
2019
Abstract
Tourist marketers rely heavily on using visual stimuli in their advertising to attract attention and improve awareness and interest of their experience. This study used eye-tracking and self-reported recall methods to investigate online tourism advertisement effectiveness based on the hierarchy of effects model. A within-subjects experimental design (n = 30) was used to examine mock advertisements (stimuli) containing various combinations of image, text and product price. Results show that the advertisement containing both image and price was least effective, while the stimuli with text and price were most effective in capturing the respondent's attention. Advertising consisting of image, text and price generated the best recall. There were significant differences in results based on gender, task and experience.
Details
- Title
- Web advertisement effectiveness evaluation: Attention and memory
- Authors
- S Kong (Author) - Nanjing Normal University, ChinaZ Huang (Author) - Griffith UniversityNoel Scott (Author) - Nanjing Normal University, ChinaZ Zhang (Author) - Nanjing Normal University, ChinaZ Shen (Author) - Nanjing University, China
- Publication details
- Journal of Vacation Marketing, Vol.25(1), pp.130-146
- Publisher
- Sage Publications Ltd.
- Date published
- 2019
- DOI
- 10.1177/1356766718757272
- ISSN
- 1356-7667
- Organisation Unit
- University of the Sunshine Coast, Queensland; Sustainability Research Cluster
- Language
- English
- Record Identifier
- 99450768502621
- Output Type
- Journal article
Metrics
63 Record Views
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- Collaboration types
- Domestic collaboration
- International collaboration
- Web Of Science research areas
- Business
- Hospitality, Leisure, Sport & Tourism