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Assessing the Effects of Animation in Online Banner Advertising:Hierarchy of Effects Model
Animation Online Banner Advertising Effects Model
2009/12/2
The present study attempts to examine the effects of animated banner ads, as well as the moderating effects of involvement, on each stage of the hierarchy of effects model, and to explore the applicab...
Corporate Web Sites as Advertising: An Analysis of Function, Audience, and Message Strategy
Corporate Web Sites Advertising Function Audience Message Strategy
2009/12/2
The primary purpose of this study is to explore and explain the concept of the Web site as corporate advertisement. Three coders analyzed 160 corporate Web sites. Corporate Web sites are able to combi...
Diffusion of Broadband and Online Advertising in Korea
Broadband and Online Advertising Korea
2009/12/2
The paper reviews various factors that helped and facilitated fast diffusion of broadband in Korea as it describes what made Korea a number one case for broadband Internet diffusion. It also discusses...
Emotional Appeal and Incentive Offering in Banner Advertisements
Emotional Appeal Incentive Offering Banner Advertisements
2009/12/2
This study proposes a contingency framework on the role of emotions and incentives in affecting banner ads effectiveness. More specifically, how emotional appeals affect banner ad click-through rates ...
Experiencing Interactive Advertising beyond Rich Media: Impacts of Ad Type and Presence on Brand Effectiveness in 3D Gaming Immersive Virtual Environments
Experiencing Interactive Advertising Rich Media Ad Type and Presence Brand Effectiveness 3D Gaming Immersive Virtual Environments
2009/12/2
Theories from social psychology, consumer psychology, and Human Computer Interaction suggest that 3D gaming Virtual Environments increase users affective engagement with the stimuli/environment conten...
How Consumers Generate Clickstreams through Web Sites:An Empirical Investigation of Hypertext, Schema, and Mapping Theoretical Explanations
Hypertext Schema Mapping Theoretical Explanations
2009/12/2
When consumers navigate Web sites, they are said to generate a clickstream, i.e., engage in clicking from Web page to Web page. With respect to these clickstreams, hypertext, schema, and mapping theor...
Interactive Advertising Concentration: A First Attempt
Interactive Advertising Concentration A First Attempt
2009/12/2
The University of Texas Advertising Department introduced its first Internet advertising class in 1995. That class quickly became quite popular with students, and it helped them to find jobs in the qu...
This article describes the current and possible future impact of technology on the practice of advertising. Advertisers have traditionally divided media into two groups according to the way that the a...
This paper examines the development of broadband adoption in Singapore and to draw lessons that may be applicable to similar developments elsewhere. The pioneering experience of Singapore is also usef...
Longevity of Websites and Interactive Advertising Communication
Websites and Interactive Advertising Communication
2009/12/2
This study traces survival of advertising-related Web sites for a five-year period from 1997-2002. Client organizations had the best survival rate, about 70%, while less than 50% of advertising agency...
Online Research Methodology: Reflections and Speculations
Online Research Methodology Reflections Speculations
2009/12/2
The Internet's potential for quantitative data collection has been debated by researchers for many years. For advertising academics and practitioners, the Internet allows for the assessment of consume...
The Adoption of Persuasive Internet Communication in Advertising and Public Relations Curricula
Persuasive Internet Communication Advertising Public Relations Curricula
2009/12/2
The purpose of this study was to investigate the diffusion of Internet communication into the curricula of advertising and public relations programs. While the establishment of any new medium is a pro...
The Interactive Advertising Model Tested:The Role of Internet Motives in Ad Processing
The Interactive Advertising Model Tested Internet Motives Ad Processing
2009/12/2
Two, one-factor, within-subjects experiments were conducted to examine the role of Internet motives on responses to four types of banners (communicate, research, shop, and surf). Participants were eac...
The Interactive Advertising Model:How Users Perceive and Process Online Ads
Interactive Advertising Model Online Ads
2009/12/2
The authors provide an integrative processing model of Internet advertising, which incorporates the functional and structural schools of thought. The model begins with the functional perspective, whic...