Determinants of internet advertising effectiveness: an empirical study

George Baltas

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

DETERMINANTS OF INTERNET ADVERTISING EFFECTIVENESS

An empirical study

George BaltasAthens university

Introduction

Advertising on the internet began in the middle of the past decade, when the first banner advertisements were placed in commercial websites (Zeff & Aronson 1999). Although there are several forms of internet advertising, such as banners, interstitials and popup windows, banner ads are the most prevalent. Banner ads have dominated web advertising and become the standard advertising format on the internet (Cho et al. 2001).

Banner advertisements are rectangular displays on a web page that serve a leadin to the visitor to find out...

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