Consumer Response to Web Sites and Their Influence on Advertising Effectiveness.

Authors :: Goldsmith, Ronald E.
Lafferty, Barbara A.
Source :: Internet Research. 2002 12(4):318-328.
Publication Year :: 2002
Abstract: Describes a study of undergraduates that tested four hypotheses regarding the effects of viewing Web sites on Internet advertising. Highlights include attitudes toward ads in marketing communications and advertising research; recalling brand names seen on the Internet; perceived advantages and disadvantages of online advertising; and recalling ads in other media. (Author/LRW)

Language :: English
ISSN :: 1066-2243
Volume :: 12
Issue :: 4
Database :: ERIC
Journal :: Internet Research
Publication Type :: Academic Journal
Accession number :: EJ656202
Document Type :: Journal Articles<br />Reports - Research<br />Tests/Questionnaires

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