Online advertising : the impact of browsing behavior on brand recall
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AdvertisingThe average American spends more than twenty hours online each week (EMarketer, 2013, pp. 8). Time online is spent working, browsing social networks, watching videos and consuming news. With so much of consumers’ attention focused on the Internet, advertisers have worked to leverage persuasive tactics within their online display advertising. For example, designers and agencies employed animated ads, gamification, and intrusion as methods to garner attention. Even still, a consumer’s ability to ignore ad space, also known as “banner blindness,” is widespread and well documented (Adotas, 2009, pp. 7-11). This research will consider not only what is on the screen but also what is going on in the head of the consumer to analyze the ways in which online browsing behavior, specifically leisurely information seeking, impacts recall and recognition of web advertisements.