Please use this identifier to cite or link to this item:
|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)|
Show full item record
Files in This Item:
|Huang Shansi_040308.pdf||1.5 MB||Adobe PDF|
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.