Effectiveness and Consumer Preference of Online Advertising

Please use this identifier to cite or link to this item: https://scholarbank.nus.edu.sg/handle/10635/13099

DC Field	Value
dc.title	Effectiveness and Consumer Preference of Online Advertising
dc.contributor.author	HUANG SHANSI
dc.date.accessioned	2010-04-08T10:29:56Z
dc.date.available	2010-04-08T10:29:56Z
dc.date.issued	2008-03-04
dc.identifier.citation	HUANG SHANSI (2008-03-04). Effectiveness and Consumer Preference of Online Advertising. ScholarBank@NUS Repository.
dc.identifier.uri	http://scholarbank.nus.edu.sg/handle/10635/13099
dc.description.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
dc.language.iso	en
dc.subject	Banner Effectiveness, Executional Cues, Involvement, Interactivity
dc.type	Thesis
dc.contributor.department	COMMUNICATIONS AND NEW MEDIA
dc.contributor.supervisor	CHO HICHANG
dc.contributor.supervisor	PARK BYUNGHO
dc.description.degree	Master's
dc.description.degreeconferred	MASTER OF ARTS
dc.identifier.isiut	NOT_IN_WOS
Appears in Collections:	Master's Theses (Open)

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Huang Shansi_040308.pdf		1.5 MB	Adobe PDF	OPEN	None	View/Download

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