Internet Advertising Formats and Effectiveness

Topics:
Internet Advertising
Tags:
ciAD,
Internet,
Internet Advertising
Source:
ciAD

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Overview: In order to better understand the effectiveness of internet advertising, this paper helps to examine unique characteristics of the internet advertising formats and develop new criteria by which the effectiveness of internet advertising can be assessed. It describes the review criteria of effectiveness of advertising in general and develops a set of new criteria of internet advertising effectiveness, provides a typology of internet advertising formats and review research on the formats and effectiveness of internet advertising, and discusses the directions for future internet advertising research.

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Format: PDF | Size: 222KB | Date: Oct 2004 | Pages: 31

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