European Journal of Scientific Research - EuroJournals

The Impact of Internet Banner Advertisements on University Students 287
product. This condition extend strong support to our research hypothesis that ’the more the detail
information provide by Internet banner ad, then the more the likelihood of favorable users’ attitudes.’
Favorable Change in Attitude. In the continuation of the above question, further it is asked by the
respondents that the same Internet banner ad brings a favorable change in attitude. 70.5% percent
respondents are agree with this and 29.5% respondents say that there is no change in their attitude. So
78.8% male respondents’ response positive and 21.5% say “no” in their reply. In the case of female
respondents, 60.7% say “yes” and 39.2% are not in the favor of the question. The responses of the
students of natural sciences is notable, as 67% of the students respond positively and 27.5% are of the
view that banner ad gives information but does not bring a change in the attitude. In the same way,
72.5% students of social sciences are strongly of the view that banner ad brings a change in the attitude
and 27.5% say “no” in their answers.
Buy that Product. In the last part of the question finally, it is asked by the students, that if Internet
banner ad gives them complete information about the advertised product and also bring a favorable
change in their attitude, then they buy that product. The responses are notable as 48.4% male say that
they buy that product and 51.5% say “no” in their answers. Whereas, the percentage of female is less in
the favor of response to the question 35.7% say “yes” and 64.2% say “no” in their answers. This
situation supported the research hypothesis that ‘the more the users exposure to Internet ad, then the
more their trend of the product.’
Summary & Discussion
This study was designed to explore and document respondents’ exposure to Internet banner
advertisements and their impacts on them. Keeping in view the degree of difference among the
subgroups of the users documented responses, it can be summarized that all the respondents
significantly frequently used Internet for a variety of purposes. The analysis of the students’ exposure
to Internet ads and their purchasing trends showed that Internet banner advertisements providing them
complete information about the advertised product and also brought favorable change in their attitude
and then purchasing behavior of that product. This position not only extended support to the research
hypothesis that ’the more the users exposure to internet advertisements, then the more their purchasing
trend of the product available on the ad, but also to the view point of Gong & Maddox (2003) that one
additional banner exposure improves Chinese user’s brand recall, changes their attitude toward the
brand, and increases their purchase consideration (Cited at: www.warc.edu.com).
The analysis of the results showed that most of the users were of the view that creative
techniques used in Internet advertisements can play an effective role in promoting the Internet
advertisements (see figure 1.8). This situation extended support to another research hypothesis that ‘the
more the attractive techniques used in internet ads ‘then the more the grabbing capabilities for users’
attention.’ This condition is in line with Yoo, Stout & Kim (2004) that animated banner ads prompt
better advertising effects than do static ads. Animated banner advertising has better attention-grabbing
capabilities, and generates higher recall, more favorable ad, and higher click-through intention than
static ads (Cited at: www.warc.edu.com), and also ZD Net study’s result, that more people notice and
pay attention to the ad if it has animation, even if they don’t click on it. They are more likely to click
for more information if the animation is done in an effective way (emphasize what product is about).
Even with the animation, an ad must have a strong, well-crafted message and a clear call to action
(Cited at www.wmo.com).
The findings of the study strongly supported the research hypothesis that ‘the more the detail
Internet banner ads has regarding the product or services, then more likelihood of users favorable
attitude.’ The analytical review of the results further showed that significant majority of respondents
agreed that Internet banner advertisement gave them complete information about the product, which
ultimately led to favorable attitude toward that brand. This condition is in the line with Lee and
Millar’s (2006) view point that general attitude towards Internet advertising and the level of product
involvement had a positive impact on users’ attitude (site and brand) and behavioral intention. The