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Revisiting online banner advertising recall: An experimental study of the factors affecting banner recall in an Arab context

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This study focuses on identifying the factors that affect online banner advertising recall in Egypt. Based on previous literature and an exploratory study, three main independent variables were chosen to examine their simultaneous effect on advertising recall. These variables are exposure duration (Short/Long), task orientation (Surfer/Goal) and website context (Simple/Complex). Also, two moderating factors – the level of involvement and attitude towards websites – were considered in order to study their effect on the relationship between the examined independent variables and advertising recall. An experimental factorial design (2×2×2) was used to examine the effect of each of the possible scenarios and combinations of independent variables on ad recall. A non-probability quota sample was used. The results showed that 34% did not even remember seeing an ad on the website and only 10% recalled the brand name correctly from the first question. Only a significant interaction effect of exposure duration, task orientation and website context on ad recall was found.

Keywords: Arab markets; advertising recall; experimental design; online advertising; online banner ads

Document Type: Research Article

Affiliations: Cairo University

Publication date: November 1, 2016

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  • The emergence of satellite TV, the internet and digital technology have dramatically changed the way audiences receive information and interact with the media. The sudden success of Al-Jazeera and other Arab broadcasters have altered the way the Arab world narrates itself and reports news from the region to the rest of the world. The journal aims to lead the debate about these emerging rapid changes in media and society in Arab and Muslim parts of the world.
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