• Ezeni Brzovska Faculty of Economics - Skopje
  • Marija Trpkova Nestorovska Faculty of Economics - Skopje
  • Snezana Ristevska Jovanovska Faculty of Economics - Skopje
Keywords: format of the banner, rich media, attitudes, behaviour


Digital media started to dominate on the global media landscape. Companies are intensively employing new advertising formats in order to gain and maintain competitive edge in defined target market. The increasing time that people spend on the new media points out the necessity of implementing new media format as a part of the comprehensive media communication plan.Choosing the appropriate format of the online banner will be crucial for implementing the integrated and effective approach in marketing communication activities. To date, there has been limited research for the effects of different formats of online banners. The objective of this paper was to evaluate consumers attitudes and self reported behavior toward different format of online banner. Factor analysis was conducted followed by single and multiple regression analysis for testing of the hypothesis for all types of banners. The study examines the effect of the format of the banner on consumers’ likability. The results of the study provide useful managerial and theoretical implication.


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