Title: The effect of message design on banner ads involvement and effectiveness: a study on the Indian tourism industry

Authors: Bijay Prasad Kushwaha; Vikas Tyagi; Raj Kumar Singh

Addresses: VIT Business School, Vellore Institute of Technology, Vellore, India ' University School of Business, Chandigarh University, Mohali, India ' University School of Business, Chandigarh University, Mohali, India

Abstract: The biggest challenge of banner ads is increasing online traffic, consumer involvement with ads and appealing to them to buy the product. Banner ads are an online marketing tool that allows marketers to promote their offering in the form of text, image and banner. The objective of this study is to find out the elements that help to engage the target consumer with ads and increase online traffic. This investigation has considered elements such as personalisation, contents and design of banner ads that upsurge the involvement of the target consumer and increase a click-through-rate. The convenience sampling technique was used to interview 376 respondents from North India. The result suggests that the personalisation of banner ads is a crucial element that grabs the attention of users on the banner network websites. The limitations and practical implications of the study have been discussed.

Keywords: banner ads; personalisation; involvement; effectiveness; message design.

DOI: 10.1504/IJMP.2022.124586

International Journal of Management Practice, 2022 Vol.15 No.4, pp.532 - 547

Received: 29 May 2020
Accepted: 11 Apr 2021
Published online: 29 Jul 2022 *

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