Title: Are net surfers ready for audio banners?

Authors: Caner Dincer

Addresses: Galatasaray Universitesi, I.I.B.F, Ciragan Cad. No: 36 34357 Ortakoy, Istanbul, Turkey

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.

Keywords: advertising music; audio banners; internet advertising; net surfers; online advertising; click-through rate; music use.

DOI: 10.1504/JGBA.2008.019933

Journal for Global Business Advancement, 2008 Vol.1 No.4, pp.350 - 361

Published online: 16 Aug 2008 *

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