Literaturnachweis - Detailanzeige
Autor/inn/en | Goldsmith, Ronald E.; Lafferty, Barbara A. |
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Titel | Consumer Response to Web Sites and Their Influence on Advertising Effectiveness. |
Quelle | In: Internet Research, 12 (2002) 4, S.318-28 |
Sprache | englisch |
Dokumenttyp | gedruckt; Zeitschriftenaufsatz |
ISSN | 1066-2243 |
Schlagwörter | Advertising; Higher Education; Hypothesis Testing; Internet; Marketing; Mass Media; Surveys; Undergraduate Students |
Abstract | Describes a study of undergraduates that tested four hypotheses regarding the effects of viewing Web sites on Internet advertising. Highlights include attitudes toward ads in marketing communications and advertising research; recalling brand names seen on the Internet; perceived advantages and disadvantages of online advertising; and recalling ads in other media. (Author/LRW) |
Erfasst von | ERIC (Education Resources Information Center), Washington, DC |