The effects of banner advertising of university on prospective students’ studying intention

Abstract

The purpose of this study is to analyze the relationship between banner advertising of university and prospective students’ studying intention. The study applies the ABC framework and analyzes four variables of banner advertising: advertising content, advertising credibility, advertising design, and advertising interactivity. Fifty-nine participants answered the questionnaire. The respondents are mainly third-year high school students. All the data is collected and uses empirical tests to determine the influences of variables. The results show that banner advertising has a positive impact on prospective students’ studying intention. Advertising content, credibility, design and interactivity can affect whether the banner advertising is valid or not.