ADVERTISING ON THE WEB - IS THERE RESPONSE BEFORE CLICK-THROUGH

Authors
BRIGGS R HOLLIS N
Citation
R. Briggs et N. Hollis, ADVERTISING ON THE WEB - IS THERE RESPONSE BEFORE CLICK-THROUGH, Journal of advertising research, 37(2), 1997, pp. 33-45
Citations number
5
Categorie Soggetti
Business,Communication
Journal title
Journal of advertising research → ACNP
ISSN journal
00218499
Volume
37
Issue
2
Year of publication
1997
Pages
33 - 45
Database
ISI
SICI code
0021-8499(1997)37:2<33:AOTW-I>2.0.ZU;2-M
Abstract
A study of Web banner advertising that measured attitudes and behavior found important attitudinal shifts even without click-through. By usi ng Millward Brown's BrandDynamics(TM) system, along with other copytes ting measures, the authors have documented increases in advertising aw areness and in brand perceptions to Web banner ads for apparel as well as technology goods.