Informing and Transforming on the Web: An Empirical Study of Response to Banner Ads for Functional and Expressive Products
Jonas Bergendahl and Micael Dahlen
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 banner ads for the two product types.
Informing
and transforming on the web: an empirical study of response to banner ads for
functional and expressive products
Micael
DahlnStockholm School of Economics
andJonas
BergendahlDigiscope
Introduction
The
internet is a medium of unprecedented growth,...
