Banner Blindness In Advertising

1303 Words6 Pages
Ad skipping is highly common on the Internet, but so is banner blindness. According to Resnick and Albert (2014), consumer’s banner blindness is one of the main obstacles faced online as it is a derivative from inattention blindness, which suggests that if people do not pay close attention they may miss the most obvious and noticeable events. Banner blindness is a habit of a web user to disregard the presence of banner ads and anything that seems to resemble them on the page (Benway, 1998). This tendency mostly occurs when people expect ads to appear, when they do not anticipate to gain any valuable information from an ad, and when they treat advertising as an intrusive and distracting marketing tool (Resnik & Albert, 2014). A survey conducted…show more content…
The models applied in order to measure the effectiveness of the advertising, such as the Hierarchy of Effects Model (HOE), assume not only a linear movement of the consumers across the advertising steps, but also an inherent and inseparable relationship of its consecutive stages. In regard to the media multiscreening, this study is going to focus on the first two steps of the HOE model, namely Awareness and Knowledge, the cognitive aspects of the framework. Understanding the relationship between these two components is crucial, since media multiscreening might inhibit the process of gaining the Awareness and thus product Knowledge acquisition. Taking into account today’s media consumption, pure exposition to TV advertising might not generate the movement from one step to another. As a consequence not influencing the consumer need recognition or problem formulation in the known today decision-making models. The cognitive aspect of the marketing communication effectiveness models needs to be looked through the lenses of the consumer cognitive learning theories that explain the human cognition paradigm as well as mechanisms impacting the consumer knowledge acquisition…show more content…
Advertising effectiveness is an important aspect of company’s communication and promotion strategy for any organization that allocates its budget into this expense. Therefore, in order to meet company’s business objectives and to efficiently allocate marketing budgets, marketers have to choose the right type of advertisement and medium that could effectively reach company’s target (Breuer & Bretter, 2012). Therefore, in order to maximize the effectiveness of advertising campaigns and improve media budget allocation, it is crucial to learn and understand the emerging consumer attitudes and multiscreening behavior since so much media consumption occurs during media multitasking. As consumers are engaged with more media and screens at the same time, marketers are unaware of consumer’s journey and more complex consumer decision-making process. Also, the increase of simultaneous media usage brings to an end the old assumption that each media exposure occurs in isolation, as today, each medium competes with another for consumer attention (Pilotta, Schultz, Drenik, & Rist,
Open Document