Factors Affecting Online Advertising Recall: A Study of Students
Peter J. DanaherUniversity of AucklandGuy W. Mullarkey Shell Australia Ltd
ADVERTISING ON THE WORLD WIDE WEB
The world wide web continues to grow rapidly. Indeed, the web has experienced higher initial and continuing growth than any other medium in history (Zeff and Aronson, 1997).Correspondingly, web advertising revenue continues to grow, with estimated revenues totaling U.S.$8.2 billion dollars in 2000 (Olsen, 2001). Along with the growth in web advertising comes an increasing demand for effective advertising and media planning strategies....