Web banner ads in online newspapers

A cross-national content analysis was performed on 449 web banner ads taken from the online editions of leading Indian and Korean daily newspapers.

web banner ads in online newspapers

A crossnational comparison of India and Korea

Kartik Pashupati andJeng Hoon Lee Florida State University

INTRODUCTION

In the past few years, the world wide web has emerged as an important advertising medium. Internet advertising takes several different forms, among which web banner ads are probably the most prominent. In spite of the recent worldwide economic downturn, coupled with scepticism about low clickthrough rates for web banners, the online advertising industry is expected to continue its growth in the coming years. This paper presents the results of a comparative content analysis of...

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