Digital Banner Blindness in Bank Applications^* 

Abstract: For more than two decades, the Internet has been a privileged space for presenting advertising in various forms. However, based on the findings of research teams from the universities of Bristol, Duisburg-Essen and others, we can say that site visitors, app users, or pedestrians on the streets of modern metropolises systematically ignore advertising. What is the reason for such behavior? Our subconscious brain interventions that “filter” redundant information based on observation and thus experience, or something else, more complicated. In this article, we will analyze not only the conclusions but will also bring our own view of the phenomenon that is a scarecrow not only for advertising companies but also for PR professionals. This paper aims to examine integration of supply chain and demand chain in emerging markets. We present a research model of demand and supply chain integration that responds to customer’s needs through the integrated information flows. Integration of demand and supply chain synchronizes the key processes in terms of frontend development, product planning, product design, procurement, manufacturing, sales and marketing, maintenance activities based on customer needs as process routines.

Key words: banner blindness; CTR; brain; eyes; advertising supply chain; demand chain; integrated information flows; emerging market; Japanese firms

       JEL codes: D50, D53, D91