Internet advertising effectiveness: The effect of design on click-through rates for banner ads

Online advertising has experienced phenomenal growth since its inception in 1994. This empirical study investigates the impact of seven creative characteristics of banner ads on the effectiveness of online advertising using a multiple regression model. A random sample of 209 banner ads was drawn fro...

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Veröffentlicht in:	International journal of advertising 2007-01, Vol.26 (4), p.527-541
Hauptverfasser:	Robinson, Helen, Wysocka, Anna, Hand, Chris
Format:	Artikel
Sprache:	eng
Schlagworte:	Online advertising Statistical analysis Studies
Online-Zugang:	Volltext
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