Effectiveness of Pop-Up Advertisements as Advertising Tools: The Case of the Co-operative University of Kenya
Keywords:
Advertising, Pop-up ads, social media, Co-operative UniversityAbstract
Pop-up ads have been associated with negative perceptions of annoyance, irritation and intrusiveness. Ironically, they are sold as being successful online advertising tools, and are claimed to be more effective than static banner advertisements. The current study investigated whether pop-up ads are effective advertising tools by conducting a case study of the Cooperative University of Kenya Students. The study sought to determine the effectiveness of pop-up ads on reach and creation of awareness, to establish the reliability of pop-ups in creation of brand awareness through recall, to determine the brand attitudes created as a result of pop-up ads, and to determine the influence of pop-up ads on purchase intention. The study used a case study research design. The study used stratified sampling technique to select 100 study respondents. The primary data was collected using questionnaires. The study established that pop up ads have little impact on purchase behavior of social media users due to the formed negative image towards them and that the ads are also seen as intrusive and ineffective. Based on the findings, this study recommends that advertisers and managers should therefore pay particular attention to pop-up ads that are user friendly and less obstructive. In order for pop-up ads to be useful for advertisers/marketers their effectiveness must be improved. To achieve this there is the need for pop-up ads to be designed to provide valuable information to online users.
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