منابع مشابه
Morphing Banner Advertising
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متن کاملPopup, and Banner advertising
In this paper, the authors broadly investigate Hispanic consumer attitudes and their sociological behaviors toward online advertising. The study documents the correlation between Hispanic attitudes, behaviors, and three types of online advertising that have an effect on cultural distinctions. Additionally, the study compares the group’s attitudes toward TV advertising vis-à-vis the three types ...
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Despite impressive growth in banner advertising budgets, doubts persist amongst practitioners about the effectiveness of banner advertising and the techniques used to measure it. A number of approaches such as click-throughs, mouse rollovers and eyetracker studies have been developed to measure the banner ad effectiveness. We argue that banner ad effectiveness can also be determined by measurin...
متن کاملFramework for Targeting Banner Advertising On the Internet
Constraints that limit accurate targeting of advertising in traditional media may not hold in cyberspace. This paper presents a model for effectively and efficiently targeting hypermedia-based banner advertisements in an online information service. The model takes advantage of information technology to micro-target banner advertisements based on individual characteristics of users. A simple ver...
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ژورنال
عنوان ژورنال: Marketing Science
سال: 2014
ISSN: 0732-2399,1526-548X
DOI: 10.1287/mksc.2013.0803