How banner ads work

A quick test: how many of you can name the product being advertised in
the banner ad at the top of the page?  Chances are, the ad’s presence
didn’t even register with most seasoned web browsers.  But that’s
probably okay, at least according to research that appears in June’s Journal of Consumer Research.
The research concludes that repeated exposure to a product via banner
ads generates a positive feeling towards that product.  The good news
for consumers is that a critical reevaluation of the product can make
these positive feelings vanish.

Here is more.  I’ve also thought that clicking to make the ad go away makes the ad, in terms of your subconscious, more effective than watching it.  Once you associate the ad with feelings of control, the product becomes something you can deal with.

The pointer is from


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