Measuring web Banner advertising effectiveness among Turkish female internet users: An emprical study

Primary objective of this research was to examine empirically if exposure to banner advertising can affect Turkish female internet users? attitude and purchase decision or not. There is limited study on web advertising effectiveness in Turkey. This study also aimed to understand the effect of general attitude toward web advertising, Internet efficacy, and visited wed site experience on banner advertising ignorance. In order to answer the research questions, an exposed / non-exposed methodology was used via one-way survey in a real-world setting with real banner advertising and real audience of consumers visiting a real web site. The banner advertising was put between Feb?1 and Feb?7 2010. There were no other major advertising activities during this week. After one week of exposure, a survey was sent to web site members and an announcement was put on the web site to invite the users for the survey. 4011 users responded the survey and 3587 respondents? survey data was found reliable and used for the data analysis. Out of 3587 respondents, 712 of them were not exposed to banner advertising, while 2875 respondents were exposed at least once during one week period. Both exposed and non-exposed sample were substantial and representative of Turkish female internet users. Mann-Whitney U test, Chi-square test, multiple regression and logit analysis were used to analyze the data. Results indicate that exposure to web banner advertising can increase purchase intent, affect brand attitude positively, and increase the advertising recall. In summary, the results indicate that web banner advertising can work among Turkish female internet users. This study also found evidence that there is a relationship between general attitude toward advertising and advertising ignorance. Study could not find evidence for any relationship between internet efficacy, visited web site experience, and advertising ignorance. Most of the findings are consistent with the previous findings.