The value of banner advertising on the web

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The value of banner advertising on the web

Please use this identifier to cite or link to this item: http://hdl.handle.net/10355/4557

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dc.contributor.advisor Bentley, Clyde H., 1951- en
dc.contributor.author Kozlen, Kevin en_US
dc.date.accessioned 2010-01-12T17:47:57Z
dc.date.available 2010-01-12T17:47:57Z
dc.date.issued 2006 en_US
dc.date.submitted 2006 Fall en
dc.identifier.other KozlenK-020207-T5715 en_US
dc.identifier.uri http://hdl.handle.net/10355/4557
dc.description The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. en_US
dc.description Title from title screen of research.pdf file (viewed on August 24. 2007) en_US
dc.description Includes bibliographical references. en_US
dc.description Thesis (M.A.) University of Missouri-Columbia 2006. en_US
dc.description Dissertations, Academic -- University of Missouri--Columbia -- Journalism. en_US
dc.description.abstract This paper explores the effectiveness of banner advertising on the Web and they hold for users, based on their previous experiences. Semi-structured interviews were conducted with several Web users to understand what makes them notice or click on a banner ad, and what they expect and hope to gain when they have noticed or clicked the ad. Respondents indicated their expectations and results have continued to decrease. However, several found banner ads valuable in certain circumstances or when specific banner ad techniques were used. The depth of the interviews provided valuable information regarding users attitudes, motivations, and expectations of banner advertising on the Web. en_US
dc.language.iso en_US en_US
dc.publisher University of Missouri--Columbia en_US
dc.relation.ispartof 2006 Freely available theses (MU) en_US
dc.subject.lcsh Internet advertising -- Prices en_US
dc.subject.lcsh Internet advertising -- Costs en_US
dc.subject.lcsh Internet marketing en_US
dc.title The value of banner advertising on the web en_US
dc.type Thesis en_US
thesis.degree.discipline Journalism en_US
thesis.degree.grantor University of Missouri--Columbia en_US
thesis.degree.name M.A. en_US
thesis.degree.level Masters en_US
dc.identifier.merlin .b5944535x en_US
dc.identifier.oclc 166290026 en_US
dc.relation.ispartofcommunity University of Missouri-Columbia. Graduate School. Theses and Dissertations. Theses. 2006 Theses


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