What makes people like, and click on, an internet banner

In order to answer questions concerning factors affecting click-through rate and to compare them to factors affecting intention to click and attitude toward the ad, the authors of this paper summarize two separate studies that they have performed.

What Makes People Like, And Click On, An Internet Banner

Mohamed Saber Chtourou Research Manager, Wanadoo Régie; and PhD Student, University of Aix Marseille III, France. andFrançois Guérin Research Director, IPSOS-ASI, France.

INTRODUCTION...