To click or not to click
An empirical study of response to banner ads for high and low involvement products
Bibliographic Data
| ID | 7732858 |
|---|---|
| Authors | Micael Dahlén (0000-0001-6183-6520, Stockholm School of Economics, corresponding author), Ylva Ekborn (Stockholm School of Economics), Natalia Mörner (Stockholm School of Economics) |
| Year | 2000 |
| Volume | 4 |
| Issue | 1 |
| Pages | 57-76 |
| Publication date | 2000-01-01 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Consumption Markets & Culture (JOURNAL) |
| Journal identifiers | ISSN: 1025-3866 • E-ISSN: 1477-223X |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/10253866.2000.9670349 |
| OpenAlex | W1971306235 |
| Language | EN |
| Citations received | 1 |
| References cited | 28 |
The Web presents enormous opportunities for marketing. The growth and reach of the Internet is unparalleled. There are virtually no limits to the things that can be done but your own imagination. Practitioners and academics alike have raised this new medium to the skies. Yet, the results of Internet marketing efforts have not always lived up to the expectations. This books presents some new insights into the prerequisites for Web marketing effectiveness. Web advertising in theory and practice has mainly focused on the transportation of Internet users to target Web sites. The predominant form of transporters, banner ads, have been evaluated on their clickthrough rates and the target Web sites have been evaluated mainly in terms of number and duration of visits and attitudes toward the sites. Is this adequate? This thesis suggests that Web advertising needs to be advanced with more qualified objectives and tools of evaluation. The goal should not necessarily be transportation of Internet users to target Web sites. Banner ads may work as ads in their own right. Target Web sites need to be evaluated based on the communication objectives. The traditional logic of Web advertising is challenged and the thesis suggests that Internet marketing could be much more effective if designed and evaluated differently. The thesis consists of five articles based on empirical studies. The articles cover Web advertising and promotion effectiveness with respect to a number of important factors, such as involvement, product type, brand familiarity, ad wearout, and Internet user experience. The behaviors of visitors to a retail site are also studied, with important implications for Web site and promotion design
Advertising · Banner · Business · Click chemistry · Click-through rate · Combinatorial chemistry · Empirical research · Linguistics · Statistics · World Wide Web · Chemistry · Computer Science · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Marketing and Advertising Strategies · Mathematics · Philosophy · Psychology
Measuring Consumer Involvement Profiles
Adding Value in the Information Age
Interactive Home Shopping
A New Marketing Paradigm for Electronic Commerce
The effects of involvement on responses to argument quantity and quality
A Comparison of Physical and Verbal Responses to Television Commercials
The Impact of Television Advertising
Measuring the Involvement Construct
Comparing Dynamic Consumer Choice in Real and Computer-Simulated Environments
Central and Peripheral Routes to Advertising Effectiveness
The Role of Involvement in Attention and Comprehension Processes
| Unique citing works | 1 |
|---|---|
| Citations per year | 0,2 |
| Citation span | 2021 - 2021 (1) |
| Citation velocity | historical |
| Highly cited | No |
| Citation types | Neutral: 1 |