The impact of banner advertisement frequency on click through responses
Published: Jan 1, 2007
Abstract
The purpose of this research is to examine the impact of banner advertisement frequency on null consumers' click-through responses. The moderating effects of banner advertisement type null (static and pop-up) and appeal (emotional and rational) are examined. This research null confirmed the literature that the impact of banner advertising frequency on click through null generates a U-shaped curve, but also added to previous findings by using...
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