Consumer attitude towards website advertising formats: A comparative study of banner, pop-up and in-line display advertisements

The purpose of this study is to compare dimensions of consumer attitude towards different formats of web display advertising. Since internet advertising is a rapidly growing industry in transitional economies like Vietnam, there is an emerging call for further study about the effectiveness of advertising on news portal websites, which are usually top accessed web pages. Data were gathered from an online survey of 200 respondents to compare attitudinal forms towards traditional banner ads, in-line ads and pop-up ads. The research applies the attitudinal dimensions of information, irritation and entertainment. Findings indicate a somewhat positive attitude towards traditional banner ads with high informative value and negative attitude towards pop-up ads with irritating attitude. Besides, entertainment is not evaluated as a significant attitudinal form of web advertising.