{"id":1039,"date":"2018-06-22T18:35:19","date_gmt":"2018-06-22T18:35:19","guid":{"rendered":"https:\/\/nau.edu\/franke\/?page_id=1039"},"modified":"2022-11-29T01:46:05","modified_gmt":"2022-11-29T01:46:05","slug":"banner-advertisement-placement","status":"publish","type":"page","link":"https:\/\/in.nau.edu\/college-business\/faculty-resources\/faculty-research\/banner-advertisement-placement\/","title":{"rendered":"Working paper series: Banner Ad Placement"},"content":{"rendered":"<div class=\"nau-block nau-block-left-nav-top-bound\">\n    \t<button id=\"left-nav-toggle-btn\" onclick=\"toggleNav();\">\n\t\tON THIS PAGE \n\t\t<i id=\"chevron-icon\" class=\"fas fa-solid fa-chevron-down\"><\/i>\n\t<\/button>\n\t<div id=\"left-nav-menu-track\">\n\t\t<div id=\"left-nav-wrapper\">\n\t\t\t<div class=\"rfi-above-anchor-tags\">\n\t\t\t\t<div class=\"ri-container\">\n\t\t\t\t\t<a href=\"https:\/\/nau.edu\/admissions\/request-information\/\" id=\"request-info\" class=\"btn bg-true-blue left-nav-menu-bottom-button display-mobile\">Request info&nbsp;&nbsp;<\/a>\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<div id=\"left-nav-menu\">\n\t\t\t\t<div class=\"menu-section menu-section-links\"><h6 class=\"hidden-mobile left-nav-list-header\">ON THIS PAGE<\/h6><ul class=\"left-nav-menu-list on-this-page\">\t\t\t\t\t\t\t\t<li><a href=\"https:\/\/in.nau.edu\/college-business\/faculty-resources\/faculty-research\/banner-advertisement-placement\/#wps\" title=\"WPS 17-01\">WPS 17-01<\/a><\/li>\n\t\t\t\t\t\t\t<\/ul><div class=\"ri-container\"><a href=\"https:\/\/nau.edu\/admissions\/request-information\/\" id=\"request-info\" class=\"btn bg-true-blue left-nav-menu-bottom-button display-mobile\">Request info&nbsp;&nbsp;<\/a><\/div><\/div>\t\t\t\t\t\t\t\t<div class=\"menu-section backcolor\">\n\t\t\t\t\t<div class=\"header\">\n\t\t\t\t\t\tHOW CAN WE HELP?\t\t\t\t\t<\/div>\n\t\t\t\t\t<ul class=\"responsive-icons\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li><a href=\"tel:928-523-3657\"><img decoding=\"async\" src=\"https:\/\/in.nau.edu\/wp-content\/themes\/nau-marketing-2021\/img\/icon-phone.svg\" alt=\"Telephone:\"> 928-523-3657<\/a>\n\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t<li><a href=\"mailto:fcb@nau.edu\"><img decoding=\"async\" src=\"https:\/\/in.nau.edu\/wp-content\/themes\/nau-marketing-2021\/img\/icon-email.svg\" alt=\"Email:\"><span class=\"left-nav-email\"> fcb&#8203;@nau.edu <\/span><\/a><\/li>\n\t\t\t\t\t<\/ul>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n<section class=\"nau-block left-nav-section\"><header class=\"entry-header\"><div class=\"breadcrumb\"><ol class=\"breadcrumbs\"><li><a href=\"https:\/\/in.nau.edu\">IN<\/a><span class=\"breadcrumb-chevron\" aria-hidden=\"true\">&gt;<\/span><\/li><li><a href=\"https:\/\/in.nau.edu\/college-business\">College Business<\/a><span class=\"breadcrumb-chevron\" aria-hidden=\"true\">&gt;<\/span><\/li><li class=\"current\">Pages<\/li><\/ol><\/div><h1 class=\"entry-title text-left \">Working paper series: Banner Ad Placement<\/h1><hr class=\"h1-hr  text-left \" role=\"none\"><\/header><!-- .entry-header --><\/section><!-- <section class=\"nau-block left-nav-section grid-md-12\">\n    <header class=\"entry-header\">\n        <h1 class=\"entry-title text-left \" tabindex=\"0\" id=\"h1-first\">Dummy H1<\/h1>\n        <hr class=\"h1-hr  text-left \" role=\"none\">\n    <\/header>\n<\/section> -->\n\n<section class=\"nau-block left-nav-section grid-md-12\">\n    <div class=\"page-content\">\n        \n\n<h2 class=\"wp-block-heading\" id=\"wps\">Banner Advertisement Placement on Desktop Computers and Smartphones: The Influence of Platform and Location on Post Viewing Recognition<\/h2>\n\n\n\n<p>Posted&nbsp;January 2017<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Authors<\/h3>\n\n\n\n<p><strong>T. S. Amer, Ph.D.<br>Professor of Accounting<br>NAU &#8211; The W. A. Franke College of Business<\/strong><\/p>\n\n\n\n<p><strong>Chris Johnson, MFA<br>Professor of Visual Communication<br>The School of Communication<\/strong><\/p>\n\n\n\n<p><strong>Todd L. Johnson, MBA<br>Senior Lecturer<br>NAU &#8211; The W. A. Franke College of Business<\/strong><\/p>\n\n\n\n\n\n\n\n<h3 class=\"wp-block-heading\">Abstract<\/h3>\n\n\n\n<p>Banner advertisements are among the most common form of advertisements appearing on computing platforms. This manuscript describes the results of an experimental study that examined the effects of two characteristics of banner ads on ad recognition hit rates: screen location (top of screen v. bottom of screen), and platform (desktop v. smartphone). After participants completed a reading comprehension task they were required to identify a banner ad that was displayed on screen. Results indicate a higher ad recognition hit rate for a banner ad displayed on a desktop screen over one displayed on the smartphone, and a higher ad recognition hit rate for a banner ad displayed at the bottom of the screen as opposed to one displayed at the top of the screen. These results have implications for determining the potential impact of banner ads on webpages which may justify different advertising charge rates for different banner ad locations. This is one of the first studies in the comparative analyses between desktop and smartphone advertising design practices.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link\" href=\"https:\/\/legacy.nau.edu\/wp-content\/uploads\/sites\/80\/2018\/06\/Amer_Banner-Ad-Placement-12202016.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Download full working paper (PDF)<\/a><\/div>\n<\/div>\n\n\n\n\n\n\n    <\/div>\n<\/section>\n\n<div class=\"nau-block nau-block-left-nav-bottom-bound\">\n\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":645,"featured_media":10419,"parent":149,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","_oasis_is_in_workflow":0,"_oasis_original":0,"_oasis_task_priority":"","ring_central_script_selection":"","footnotes":""},"class_list":["post-1039","page","type-page","status-publish","has-post-thumbnail","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/in.nau.edu\/college-business\/wp-json\/wp\/v2\/pages\/1039","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/in.nau.edu\/college-business\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/in.nau.edu\/college-business\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/in.nau.edu\/college-business\/wp-json\/wp\/v2\/users\/645"}],"replies":[{"embeddable":true,"href":"https:\/\/in.nau.edu\/college-business\/wp-json\/wp\/v2\/comments?post=1039"}],"version-history":[{"count":10,"href":"https:\/\/in.nau.edu\/college-business\/wp-json\/wp\/v2\/pages\/1039\/revisions"}],"predecessor-version":[{"id":10746,"href":"https:\/\/in.nau.edu\/college-business\/wp-json\/wp\/v2\/pages\/1039\/revisions\/10746"}],"up":[{"embeddable":true,"href":"https:\/\/in.nau.edu\/college-business\/wp-json\/wp\/v2\/pages\/149"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/in.nau.edu\/college-business\/wp-json\/wp\/v2\/media\/10419"}],"wp:attachment":[{"href":"https:\/\/in.nau.edu\/college-business\/wp-json\/wp\/v2\/media?parent=1039"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}