A study of presentations of mobile web banners for location-based information and entertainment information websites

$61.20 plus tax (Refund Policy)

Buy Article:


Compared to the Internet, mobile telecommunication has the characteristics of being anywhere, anytime and always online. As the growth of the Internet advertisements market slows down, there is a substantial increase in mobile advertisements. This research investigates the effectiveness of the presentation (static text and graphics, static text and graphics with audio, and animation) of mobile advertisements on the recognition of advertisements. The two types of websites for mobile advertisements – entertainment information and location-based information – are also compared. An experiment was carried out to test the proposed hypotheses. The results show that the effects of static banners with audio mobile advertisement, and animation mobile advertisement were better than static banners in advertisement recognition and memorisation. The participants of websites providing location-based information had higher advertisement attitude and purchase intention than their web-based counterparts providing entertainment information.

Document Type: Research Article

DOI: http://dx.doi.org/10.1080/01449290500222009

Affiliations: 1: Department of Industrial Engineering, Tsinghua University, Beijing, China 2: Dopod International Corp.

Publication date: May 1, 2006

More about this publication?
Related content

Share Content

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
Cookie Policy
ingentaconnect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more