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dc.contributor.advisorBentley, Clyde H., 1951-eng
dc.contributor.authorKozlen, Kevineng
dc.date.issued2006eng
dc.date.submitted2006 Falleng
dc.descriptionThe 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.eng
dc.descriptionTitle from title screen of research.pdf file (viewed on August 24. 2007)eng
dc.descriptionIncludes bibliographical references.eng
dc.descriptionThesis (M.A.) University of Missouri-Columbia 2006.eng
dc.descriptionDissertations, Academic -- University of Missouri--Columbia -- Journalism.eng
dc.description.abstractThis 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.eng
dc.identifier.merlin.b5944535xeng
dc.identifier.oclc166290026eng
dc.identifier.otherKozlenK-020207-T5715eng
dc.identifier.urihttp://hdl.handle.net/10355/4557eng
dc.publisherUniversity of Missouri--Columbiaeng
dc.relation.ispartof2006 Freely available theses (MU)eng
dc.relation.ispartofcommunityUniversity of Missouri-Columbia. Graduate School. Theses and Dissertations. Theses. 2006 Theseseng
dc.subject.lcshInternet advertising -- Priceseng
dc.subject.lcshInternet advertising -- Costseng
dc.subject.lcshInternet marketingeng
dc.titleThe value of banner advertising on the webeng
dc.typeThesiseng
thesis.degree.disciplineJournalism (MU)eng
thesis.degree.grantorUniversity of Missouri--Columbiaeng
thesis.degree.levelMasterseng
thesis.degree.nameM.A.eng


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