Factors affecting online advertising recall: a study of students
Guy W. Mullarkey and Peter J Danaher
In this article we examine factors that might impact on web advertising recall and recognition. These factors include the viewing mode, duration of page viewing, and web page context factors, including text and page background complexity and the style of the banner advertisement.
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...