The impact of banner advertisement placement for Arabic readers and advertising outcomes – ScienceOpen
759
views
0
recommends
+1 Recommend
1 collections
    0
    shares

      Teaching business & IT courses? Request a digital desk copy of any BCS Publishing title via the BCS Bookshop Inspection Copy Request form.

      scite_
      0
      0
      0
      0
      Smart Citations
      0
      0
      0
      0
      Citing PublicationsSupportingMentioningContrasting
      View Citations

      See how this article has been cited at scite.ai

      scite shows how a scientific paper has been cited by providing the context of the citation, a classification describing whether it supports, mentions, or contrasts the cited claim, and a label indicating in which section the citation was made.

       
      • Record: found
      • Abstract: found
      • Conference Proceedings: found
      Is Open Access

      The impact of banner advertisement placement for Arabic readers and advertising outcomes

      Published
      proceedings-article
      , ,
      35th International BCS Human-Computer Interaction Conference (HCI2022)
      Towards a Human-Centred Digital Society
      July 11th to 13th, 2022
      Website Design and Usability, Website Effectiveness, Arabic, Web Banners, Web Advertising, Attention, Advertising Outcomes

            Abstract

            Content

            Author and article information

            Contributors
            Conference
            July 2022
            July 2022
            : 1-9
            Affiliations
            [0001]Staffordshire University

            United Kingdom
            [0002]Zuyd University & Wageningen University & Research

            Netherlands
            Article
            10.14236/ewic/HCI2022.38
            099e13d8-fdc7-42bc-b4be-c614d4c286db
            © Zanaty et al. Published by BCS Learning & Development. Proceedings of the 35th British HCI and Doctoral Consortium 2022, UK

            This work is licensed under a Creative Commons Attribution 4.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/

            35th International BCS Human-Computer Interaction Conference
            HCI2022
            35
            Keele, Staffordshire
            July 11th to 13th, 2022
            Electronic Workshops in Computing (eWiC)
            Towards a Human-Centred Digital Society
            History
            Product

            1477-9358 BCS Learning & Development

            Self URI (article page): https://www.scienceopen.com/hosted-document?doi=10.14236/ewic/HCI2022.38
            Self URI (journal page): https://ewic.bcs.org/
            Categories
            Electronic Workshops in Computing

            Applied computer science,Computer science,Security & Cryptology,Graphics & Multimedia design,General computer science,Human-computer-interaction
            Web Banners,Website Effectiveness,Web Advertising,Advertising Outcomes,Attention,Website Design and Usability,Arabic

            REFERENCES

            1. Almabruk AAA, Paterson KB, McGowan V, Jordan TR (2011) Evaluating Effects of Divided Hemispheric Processing on Word Recognition in Foveal and Extrafoveal Displays: The Evidence from Arabic. PLoS ONE 6(4): e18131. https://doi.org/10.1371/journal.pone.0018131

            2. Dahlén, Micael and Fredrik Lange (2005), Advertising weak and strong brands: Whogains? Psychology & Marketing, 22, 473-485.

            3. Erevellesa, Sunil (1998), The Role of Affect in Marketing, Journal of Business Research, 42, 199-215.

            4. Goodrich, K. (2007). Optimal positioning of Webpage advertisements: An extension of hemispheric processing theory.

            5. Goodrich, K. (2010). What's up? Exploring upperand lower visual field advertising effects. Journal of Advertising Research, 50, 91-106.

            6. Gough, Philip B ; Tunmer, William E · Los Angeles, CA: SAGE,(1986), Publications · Remedial and special education, 1986-01, Vol.7 (1), p.6-10 Ibrahim, R., & Eviatar, Z. (2009). Language Status and Hemispheric Involvement in Reading: Evidence from Trilingual Arabic Speakers Tested in Arabic, Hebrew, and English. Neuropsychology, 23, 240. Janiszewski, Chris (1988), Preconscious Processing Effects: The Independence of Attitude Formation and Conscious Thought, Journal of Consumer Research, 15,199-209.

            7. Janiszewski, Chris (1990), The influence of print advertisement organization on affect toward a brand name, Journal of Consumer Research, 17, 53-65.

            8. Janiszewski, Chris (1993), Pre attentive mere exposure effects, Journal of Consumer Research, 20,376-392.

            9. Janiszewski, Chris (1998), The Influence of Display Characteristics on Visual Exploratory Search Behavior, Journal of Consumer Research 25, 290 -304.

            10. Kunst-Wilson, W. R., & Zajonc, R. B. (1980), Affective discrimination of stimuli that cannot be recognized, Management Science, 207, 557-558. Nath, R. and Pavur, R. (1985) A new statistic in the one-way multivariate analysis of variance, Computational Statistics and Data Analysis, 2, 297–315.

            11. Pictorial, and Text-Size Effects, Journal of Marketing,68,36-50.

            12. Pieters, Rik and Michel Wedel (2004), Attention Capture and Transfer in Advertising: Brand,

            13. Schoenbach, Klaus, Marium Saeed, and Robb Wood. (March 2018), "Audience responses to online video in MENA: New favourite genres or just more of the same as on television?" International Communication Gazette 80, no. 8, 697–713. http://dx.doi.org/10.1177/1748048518759196.

            14. Scheier, Christian (2006), Validating AttentionTracking™, MediaAnalyzer Software & Research GmbH, Retrieved 5 April 2014, from www.mediaanalyzer.com

            15. Unnava, H. R., & Burnkrant, R. E. (1991). An imagery-processing view of the role of pic-tures in print advertisements. Journal of Marketing Research, 28, 226–231

            Comments

            Comment on this article