Impact of Perceived Interactivity of Web Banner Ads: An Advertising Hierarchy of the Effect Approach

The study aims to determine the effect different types of ads have on the perceived interactivity, and the effect of perceived interactivity on attitude-toward-the ad, attitude-toward-the brand and purchase intention. The survey research design was implemented to determine the relationship between variables. To determine the effect of different types of ads the researcher developed two kinds of web banner ads, one animated and the other non-animated. The product advertised was a digital camera. Subject of this study were graduate students of Bangkok University. 324 Questionnaires were distributed. Each respondent was randomly assigned to view different kinds of web banner ads. The result from the study indicates tha