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Impact of message design on banner advertising involvement and effectiveness: An empirical investigation
Abstract
Following past research examining online advertising design and effectiveness, this research studies the impact of variations in the design of online banner advertisements on advertising involvement and effectiveness. Advertisement involvement and effectiveness are measured as response to changes in message design and are determined by the number of clicks on the banner ad (involvement) as well as the click-through rate, or CTR (effectiveness)....
Paper Details
Title
Impact of message design on banner advertising involvement and effectiveness: An empirical investigation
Published Date
Oct 25, 2017
Volume
26
Issue
2
Pages
115 - 129
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