Internet Advertising Formats and Effectiveness
نویسنده
چکیده
منابع مشابه
Messages in the Medium: An Experimental Investigation of Web Advertising Effectiveness and Attitudes toward Web Content
Although there is much practical interest in Web advertising as a component of marketing on the Internet, there is little theory or evidence about how it works in the context of Web content. This paper reports a laboratory experiment that examines the impact of advertising format (less or more intrusive), medium (print or Web) and Web content structure (linear or non-linear) on a broad range of...
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