| dc.contributor.advisor | Bentley, Clyde H., 1951- | eng |
| dc.contributor.author | Kozlen, Kevin | eng |
| dc.date.issued | 2006 | eng |
| dc.date.submitted | 2006 Fall | eng |
| 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. | eng |
| dc.description | Title from title screen of research.pdf file (viewed on August 24. 2007) | eng |
| dc.description | Includes bibliographical references. | eng |
| dc.description | Thesis (M.A.) University of Missouri-Columbia 2006. | eng |
| dc.description | Dissertations, Academic -- University of Missouri--Columbia -- Journalism. | eng |
| 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. | eng |
| dc.identifier.merlin | b5944535x | eng |
| dc.identifier.oclc | 166290026 | eng |
| dc.identifier.uri | https://hdl.handle.net/10355/4557 | |
| dc.identifier.uri | https://doi.org/10.32469/10355/4557 | eng |
| dc.language | English | eng |
| dc.publisher | University of Missouri--Columbia | eng |
| dc.relation.ispartofcommunity | University of Missouri--Columbia. Graduate School. Theses and Dissertations | eng |
| dc.subject.lcsh | Internet advertising -- Prices | eng |
| dc.subject.lcsh | Internet advertising -- Costs | eng |
| dc.subject.lcsh | Internet marketing | eng |
| dc.title | The value of banner advertising on the web | eng |
| dc.type | Thesis | eng |
| thesis.degree.discipline | Journalism (MU) | eng |
| thesis.degree.grantor | University of Missouri--Columbia | eng |
| thesis.degree.level | Masters | eng |
| thesis.degree.name | M.A. | eng |
![[PDF]](/xmlui/themes/Mirage2//images/mimes/pdf.png "PDF file"){kind=small}