This research addresses an essential learning regarding optimal Web advertising for Arabic Web pages, by inspecting the impact of banner advertisement placement and page context on advertising outcomes. The main purpose of this research is to determine for Arabic Web pages, whether the optimal advertisement placement and page context can significantly affect advertising by extending the hemispheric processing theory.

Further, this study contributes to the marketing literature by addressing the conflict in regards to optimal hemispheric advertisement placement having more favourable impacts with leftward photo ads and rightward text ads (Janiszewski, 1988) and page context (matching activation from priming of opposing brain hemispheres (Janiszewski, 1990). The study also evaluates multiple advertising effects in relation to mere exposure rather than focussing primarily on attitudes (Janiszewski 1988, 1990) and addressing an important knowledge regarding optimal Web advertising (Dahlen, Rasch & Rosengren, 2003).

Specifically, this study analyses the cognitive and physiological procedures underlying the word recognition and reading in Arabic, giving essential understanding into the impacts of reading direction with the script's type and dialect's development. The applied
theoretical model (Goodrich, 2007) highlights the main factors (eight ad placement/page type combinations) that determine several advertising outcomes .

The theoretical model suggested that both hemispheric ad placement (i.e., optimal left-right placement of photo/text ads) and hemispheric context (i.e., matching activation, dependent on image/textual oriented page) can possibly influence advertising outcomes. A 2 x 2 x 2 subject factorial design was implemented wherein banner advertisement type sort is (verbal or pictorial), banner advertisement placement (left or right on the Arabic Web page), and the page type (picture or text –oriented) will be manipulated in online environment. The results demonstrated the significance of advertisement connection e.g., potential strength of matching activation over ideal (left-right hemispheric position) for Arabic Web pages.

Also, the results indicated the association of ads with higher brand attitude together with lower attention to the ad. Thus, attention appeared to be negatively related with attitude supporting mere exposure theory. The research showed that text advertisements have the highest attention and the highest recognition. The most elevated acknowledgment in light of the fact that content influences Internet clients including those who are not keen on the advertisement to peruse the words in their head. Thus, they will give more attention for the promotions containing words than an advertisement having pictures. In addition a comparison has been made between the results of the location of the banner in the English and the Arabic language.

The study showed that there is a difference between the Arabic and English Language results, and that is aligned with the previous researches results which indicates that Arabic readers perform differently than English readers because both sides of the brain
process Arabic in a different manner and other languages differently. Finally, we discussed the main research findings about their managerial as well as the theoretical implementations and Future Research.