The Impact Of Content And Design Elements On Banner Advertising Click-Through Rates
Ritu Lothia and Naveen Donthu Georgia State UniversityEdmund K. Hershberger University at Edwardsville
In 1994, the now ubiquitous banner advertisement was first introduced. In the eight years since, the internet advertising industry has exploded. According to the Interactive Advertising Bureau (TAB: www.iab.net), internet advertising in 2001 was approximately a $7.2 billion industry in the United States alone. About 35 percent of that was accounted for by banner...