TESTING WEB-SITE DESIGN AND PROMOTIONAL CONTENT

Authors
DREZE X ZUFRYDEN F
Citation
X. Dreze et F. Zufryden, TESTING WEB-SITE DESIGN AND PROMOTIONAL CONTENT, Journal of advertising research, 37(2), 1997, pp. 77-91
Citations number
23
Categorie Soggetti
Business,Communication
Journal title
Journal of advertising research → ACNP
ISSN journal
00218499
Volume
37
Issue
2
Year of publication
1997
Pages
77 - 91
Database
ISI
SICI code
0021-8499(1997)37:2<77:TWDAPC>2.0.ZU;2-0
Abstract
The World Wide Web has grown at a spectacular rate as a medium for pro moting and marketing products and services. At the same time, little i s known about the effectiveness of advertising on the Internet. Yet, t he Web offers unique, but so far largely unexplored, research opportun ities. In this paper, we develop and apply a conjoint analysis-based m ethodology to evaluate the design and the effectiveness of promotional content on the Web.