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8. La eficacia de la publicidad on-line en el contexto de los blogs.

Author

Palacio, Asunción Beerli and Santana, Josefa D. Martín

Subjects
*ADVERTISING effectiveness, *INTERNET advertising, *BLOGS, *ADVERTISING, *INTERNET, *PRODUCT management, *COMPUTER network resources
Abstract

The aim of this paper is to measure the advertising effectiveness of two formats of on-line advertisements, namely, large-button advertisements and contextual advertisements, and to determine the factors which, on the basis of the reviewed literature, influence advertising effectiveness. The context of application is blog type web pages, which, despite the significant increase in their use, have not received attention in the field of the advertising research. The results reflect that there are differences in the advertising effectiveness of the two formats and that the factors that influence are attitude to the blog, involvement with the product advertised and the length of the visit to the blog. [ABSTRACT FROM AUTHOR]

Published
2010
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9. ANÁLISIS COMPARATIVO DE LA EFICACIA PUBLICITARIA EN TELEVISIÓN: TELEPROMOCIÓN VERSUS SPOT.

Author

Santana, Josefa D. Martín, Lara, Eva M. Reinares, and Lara, Pedro J. Reinares

Subjects
TELEVISION advertising, ADVERTISING effectiveness, ADVERTISING, COMMUNICATION in marketing, INDUSTRIAL publicity
Abstract

Copyright of Revista Española de Investigación de Marketing ESIC is the property of ESIC Business & Marketing School and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Published
2012
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