Banner Blindness And Media Analysis

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

The current theory lacks knowledge on what devices and media are used during the consumer information processing, where does each media and device come in the consumer journey through the purchase decision-making, and how the different devices and media affect this journey. Also, it is crucial to understand how consumers integrate various media and particular digital devices in their everyday life and how the multiscreen practice influences their consumer behavior - the way they communicate with each other, seek entertainment, or shop. Finding out answers to these questions would be very beneficial for a couple of theoretical perspectives. Not only would it be valuable for a theoretical angle that looks at the consumer behavior itself but also for the second theoretical angle that includes company’s perspective, which defines media multitasking and multiscreening inhibitors to the effective marketing communication. Therefore, it is also significant to find out whether today’s marketing communication is applicable and effective towards modern media multitaskers, or

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