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

A main advantage of web advertising over other advertising mediums is its efficiency in driving purchase intentions, enabling consumers to jump from advertisement to purchase in a single click. This paper aims to explore the optimal advertisement placement for Arabic web pages by considering how advertising placement and page context affects advertising outcomes. This study is one of the first to examine the physiological and cognitive processes involved in the understanding of the effectiveness of ad placement in Arabic languages. The theoretical model suggests that advertising outcomes can be affected significantly by hemispheric context (how the two hemispheres of the brain process information on an image or text-oriented page) as well as hemispheric ad placement, pertaining to optimal left-right placement of image/text ads. Demographic and advertisement data was collected from participants during the study upon ensuring ethical approval for this. The data sample involved online testing of 320 Arabic readers who were shown one of eight different web page layouts, with each layout shown to 40 respondents. Results indicate that Arabic readers perform differently to English readers, since the former process text using both brain hemispheres, in comparison to other languages. The implications of this research are that placement and optimal banner advertisement design are highly dependent on the objectives of advertising.

Content

Author and article information

Contributors

Wael El Zanaty

Nikos Kalogeras

David White

Conference

Publication date: July 2022

Publication date (Print): July 2022

Pages: 1-9

Affiliations

[0001]Staffordshire University

United Kingdom

[0002]Zuyd University & Wageningen University & Research

Netherlands

Article

DOI: 10.14236/ewic/HCI2022.38

SO-VID: 099e13d8-fdc7-42bc-b4be-c614d4c286db

License:

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/

Conference name: 35th International BCS Human-Computer Interaction Conference

Conference acronym: HCI2022

Conference number: 35

Conference location: Keele, Staffordshire

Conference date: July 11th to 13th, 2022

Conference sponsor: Electronic Workshops in Computing (eWiC)

Conference theme: Towards a Human-Centred Digital Society

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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/

REFERENCES

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

[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

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