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Does the Intrusiveness of an Online Advertisement Influence User Recall and Recognition? (06 Mar 2006)
This study investigated the effect of the type (banner ad, pop-up ad and floating ad) and state (animated and non-animated) of online advertisements on recall and recognition of the advertisements. It was hypothesized that floating ads, pop-up ads, and animated ads would be easier to recall due to their intrusive nature. Results showed that participants in the pop-up ad and floating ad condition had better recall of the presence of the ad as well as better recognition. Animation did not significantly influence any of these measures.
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