THE FUNCTION OF FORMAT: Consumer Responses to Six On-line Advertising Formats

This study represents an initial empirical test of a new construct-attitude toward on-line advertising format (A(format)). An on-line survey was used to examine both antecedents and consequences of A(format), for each of six on-line ad formats (e.g., pop-ups, banners, skyscrapers). Regression analyses revealed A(format) to be significantly related to attitude toward the ad (A(ad)) for all formats. Furthermore, A(format) was significantly related to self-reported on-line ad behaviors such as clickthrough. Overall, the results strongly suggest that the nature of the on-line ad format is an important characteristic that influences on-tine advertising response.