Abstract:
Pop
-
up ads have been associated with negative perception
s 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
ad
vertising 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 aware
ness 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, t
his 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.
