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Evaluating the use of banner advertising in strengthening brand relationship

Date of publication: June 1, 2001

Catalogue: ESOMAR Conference Worldwide Online Measurement 2001

Author: Kartikeya Kompella

Abstract:

This paper studies the role of online advertising’s most popular tool – the banner advertisement – in the brand-building task. The paper seeks to examine whether banners are able to communicate brand values concomitant to which banners can be seen as aiding the brand building process. Similarly the paper examines whether banners positively impact the two components of brand relationships viz. brand relevance and differentiation; banners then can be seen as aiding in strengthening brand relationships. Finally, the paper looks at whether the virtue of ‘interactivity’ helps in communicating brand values and strengthening brand relationships so as to aid in brand building.

Kartikeya Kompella

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Bergkvist, Friström and Melander (2001a, June 01). Measuring the brand effects of banner advertising campaigns. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/measuring-the-brand-effects-of-banner-advertising-campaigns


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Chawla, Shendye and Phadnis (2004a, March 28). Evaluating soft brand advertising on television including product placement and in-program brand exposures. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/evaluating-soft-brand-advertising-on-television-including-product-placement-and-in-program-brand-exposures


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Vehovar, Korenini and Batagelj (2002a, February 03). The integration power of the intelligent banner advertising network and survey research. ANA - ESOMAR. Retrieved June 23, 2025, from


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Citation

Kompella, K. (2001a, June 01). Evaluating the use of banner advertising in strengthening brand relationship. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/the-integration-power-of-the-intelligent-banner-advertising-network-and-survey-research