Re: Pop-Ups/Unders Dilemma

From: Harsha Gangadharbatla <hgangadharbatla_at_austin.rr.com>
Date: Tue 01 Oct 2002 22:59:26 -0500

I am new to this list and still a kid as far as web advertising is
concerned. I have a few questions pertaining to the paper

It was exciting to read that pop-up ads generated greater ad recall compared
to the banner, however, I was wondering if that recall was something that
was positive in nature or negative? What I mean is, did you guys measure the
attitude towards the particular pop-up and banner ad? Could it be possible
that the greater recall value is actually a greater contempt? (hence
remembered more?)

I had earlier read a paper that provided empirical evidence that pop-up are
perceived as intrusive and suggested that they may not be effective in
bringing about a positve attitude towards the brand advertised (Li, Hairong
and Steve Edwards, 2000)

Do you think it would be interesting to test the difference in attitudes for
pop-up and banners?

Thanks
Harsha
Doctoral Candidate,
Department of Advertising,
The University of Texas at Austin



Received on Tue Oct 01 2002 - 22:59:26 CDT