Are net surfers ready for audio banners?
by Caner Dincer
J. for Global Business Advancement (JGBA), Vol. 1, No. 4, 2008

Abstract: The internet is the fastest growing medium of all time. In this research, the potential effects of advertising music on net surfers' attitude and recall are investigated by means of an online experiment that took place on the internet, using audio banners and a banner without music, placed on existing websites. The results showed that, even though the net surfer of today is still stimulated insufficiently, from a musical point of view, in online advertisements, the presence of music, and particularly the presence of music with an expected tempo, has a positive affect on the click-through rate of the banner, as well as the attitude towards the advertising and the recall rate of the net surfer. The research aims to take a further step in the comprehension of online advertising music and its fundamental effects.

Online publication date: Sat, 16-Aug-2008

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