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https://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 | Citation: | 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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| File | Description | Size | Format | Access Settings | Version | |
|---|---|---|---|---|---|---|
| Huang Shansi_040308.pdf | 1.5 MB | Adobe PDF | OPEN | None | View/Download |
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