The Creativeness and Effectiveness of Online Interactive Rich Media Advertising

Ginger Rosenkrans

This field experiment attempts to determine whether online, interactive, rich media advertising garners more user interactivity, measured as click-throughs, than non-interactive, rich media ads run during the same time frame on a major regional newspaper's Web site.

The Creativeness and Effectiveness of Online Interactive Rich Media Advertising

Ginger Rosenkrans Pepperdine University

INTRODUCTION

Online advertising spending's change in growth for 2008 was 10.5%, and it is expected to experience a 0.1% change in ad spending...

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