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09. Tạp chí

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Duyệt 09. Tạp chí theo Chủ đề "Advertising"

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    Is pop-up banner still working? the impact of multitasking on consumers’ retention of advertised content
    (Học viện Tài chính, 2024) Nguyen Hoang Linh PhD; Nguyen Thi Tuyet Mai Prof.PhD
    Multitasking and ill-adapted design are among the main reasons why mobile ad banner does not work. In this study, the authors manipulate the visual appearance of mobile ad banners to try to improve their performance. Cognitive theory of multimedia learning was employed to conduct an experiment with smartphone users. The results suggested that making the banner bigger and simpler would impair brand recall and recognition the most. It works the best with either simplified banner or complex larger banner. It seems that a slight mobilization of cognitive resources aids the processing of advertising information and boost recall and recognition. The usual small and cluttered banner suffered from the limited cognitive capacity during multitasking activities. This effect is moderated by age, with people over 30-year-olds being the most affected.