Please use this identifier to cite or link to this item: http://scholarbank.nus.edu.sg/handle/10635/13099
Title: Effectiveness and Consumer Preference of Online Advertising
Authors: HUANG SHANSI
Keywords: Banner Effectiveness, Executional Cues, Involvement, Interactivity
Issue Date: 4-Mar-2008
Source: HUANG SHANSI (2008-03-04). Effectiveness and Consumer Preference of Online Advertising. ScholarBank@NUS Repository.
Abstract: This study attempts to discover the source of effectiveness in banner advertisements by exploring the effects of potential factors such as executional cues, level of involvement, and interactivity on advertising effectiveness. This study employed the theoretical premise developed on the role of consumerb
URI: http://scholarbank.nus.edu.sg/handle/10635/13099
Appears in Collections:Master's Theses (Open)

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