Subject Index
 

Online video is an increasingly important area for advertisers, but one which also presents a variety of challenges, not least the ongoing debate over whether advertising around some types of online v ...

Online advertising has experienced phenomenal growth since its inception in 1994. This empirical study investigates the impact of seven creative characteristics of banner ads on the effectiveness of o ...

In-depth interviews with web banner designers, combined with retrospective protocols, reveal implicit theories of the communication process that they apply during their creation process. These theorie ...

Mike Teasdale, planning director at Harvest Digital, reveals that only one in four of those following up a banner ad on a web-site will click on it. The majority will go to a search engine for further ...

An Internet banner that advertised a free sample generated higher click-through than a banner ad with information only. The ad attitude and site focus of experiential users were positively affected by ...

Online auctions hosted by newspapers to enhance the media mix are relatively new compared to other models of online advertising. This study examined the Ventura County Star newspaper's open-cry, 'goin ...

The emergence of search marketing in recent years has not only yielded another channel for online advertising, but also another means of measuring users’ engagement with a brand. This case study exami ...

Online advertising has been with us for over 10 years. During that time two different paradigms have characterized the way the effectiveness of online advertising has been assessed: brand building or ...

The present study attempts to examine the effects of animated banner ads, as well as the moderating effects of involvement, on each stage of the hierarchy of effects model, and to explore the applicab ...

This study proposes a contingency framework on the role of emotions and incentives in affecting banner ads effectiveness. More specifically, how emotional appeals affect banner ad click-through rates ...

This study investigates the impact of content and design elements on the click-through rates of banner advertisements using data from 8,725 real banner advertisements. It is one of the first empirical ...

A cross-national content analysis was performed on 449 web banner ads taken from the online editions of leading Indian and Korean daily newspapers. There are substantial differences between Indian and ...

This paper considers the structure of advertising effectiveness on the internet. It investigates empirically the importance of creative and media factors for banner effectiveness. Econometric modellin ...

This study examines Chinese consumers' perceptions and responses to web banner advertising. Results suggest that just one additional banner exposure improves Chinese users' brand recall, changes their ...

This study seeks to explore relationships between online-user motivations and the types of activities and applications in which users participate during individual online sessions. Thirty-one internet ...

This paper examines the effectiveness of Web banner advertisements in terms of several widely employed copy-testing measures. Two groups of subjects were exposed to the same banner advertisement with ...

Two, one-factor, within-subjects experiments were conducted to examine the role of Internet motives on responses to four types of banners (communicate, research, shop, and surf). Participants were eac ...

This article seeks to demonstrate that internet banner advertising can be used as a branding medium as well as a driver of traffic to Web sites. It discusses 4 misconceptions of Web ads, the role of ...

Numerous studies published by Dynamic Logic and other independent research companies have established that 468X60 pixel GIF (standard) ad banners can effectively increase branding metrics. However, th ...

Publishers and advertisers alike are focused on ad effectiveness on the Internet. Recently, CNET News.com commissioned EyeTracking, Inc. (ETI) to conduct a rigorous research investigation about the im ...

Adam Dean asks 'why isn't internet advertising working ?' and why brand owners are increasingly sceptical of the value of online advertising. Banner advertising, once the darling of the new media set ...

Banner advertising on the internet has focused on response-orientated campaigns. To some extent, the internet might be able to fulfil other kinds of objectives related to generating awareness and bui ...

This study explores the effects of different levels of forced exposure to banner ads on advertising responses such as advertising perception, clicking of banner ads, banner attitude, brand attitude, a ...

Smart banners, or keyword–activated banners that are tied to internet user search keywords, are becoming increasingly popular with major search engines and their advertisers. Understanding how smart b ...

This article examines the impact of brand familiarity and internet user experience on banner-ad effectiveness. The results from a large empirical study show that there are major differences between th ...

This paper studies the role of online advertising's most popular tool - the banner advertisement - in the brand-building task. The paper seeks to examine whether banners are able to communicate brand ...

Internet advertising has gone from focusing mainly on click-through to focusing on brand effects. This means that websites and advertising networks need to demonstrate that brand effects are possible ...

The author recently analyzed Nielsen//NetRatings reach, frequency and click-through data for several popular Internet domains. The purpose of the analysis was to determine how excessive frequency of e ...

Discusses banner advertising on the Internet. They are mainly seen as direct marketing, aiming to get clicks, but as click-through rates fall, more attention is being given to them as a branding devic ...

This article examines the effectiveness of banner ads for functional and expressive products. The results from a large empirical study show that there are major differences between the performances of ...