Preattentive Processing of Web Advertising By Chan Yun Yoo

Chapter 2:

Background And Web Ad Effects Model

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Key components in the model are Web ad sources, message characteristics, moderators, processing of Web ad, and effects. The first component of the model, Web ad sources, was detailed in the above section. Following the progression of Figure 2.1, message characteristics, moderators, two dimensions of Web ad processing, and effects of Web ad processing will be consecutively examined.

Message Characteristics

A second component of the present model is message characteristics. The characteristics of the Web advertising message have the potential to affect an individual’s ad processing. While identifying and addressing a comprehensive set of message characteristics is beyond the scope of the present model, three principal variables are considered in the model: message prominence, message mode, and message framing.

Message Prominence

Although Web advertising has grown dramatically during the past several years (Low, 2000), attracting individuals’ attention and persuading them remains one of the critical issues for the practitioner. One variable that should influence an individual’s attention is message prominence, because the attention directed to a particular advertisement can be increased by making the ad more prominent. Prominent messages provide “high opportunity to process,” which implies that the amount of attention allocated to advertising information is not impeded, by enhancing encoding opportunities (MacInnis, Moorman, & Jaworski, 1991).