Revisiting online banner advertising recall: An experimental study of the factors affecting banner recall in an Arab context

This study focuses on identifying the factors that affect online banner advertising recall in Egypt. Based on previous literature and an exploratory study, three main independent variables were chosen to examine their simultaneous effect on advertising recall. These variables are exposure duration (Short/Long), task orientation (Surfer/Goal) and website context (Simple/Complex). Also, two moderating factors – the level of involvement and attitude towards websites – were considered in order to study their effect on the relationship between the examined independent variables and advertising recall. An experimental factorial design (2×2×2) was used to examine the effect of each of the possible scenarios and combinations of independent variables on ad recall. A non-probability quota sample was used. The results showed that 34% did not even remember seeing an ad on the website and only 10% recalled the brand name correctly from the first question. Only a significant interaction effect of exposure duration, task orientation and website context on ad recall was found.