Literaturnachweis - Detailanzeige
Autor/inn/en | Li, Hairong; Bukovac, Janice L. |
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Titel | Cognitive Impact of Banner Ad Characteristics: An Experimental Study. |
Quelle | In: Journalism and Mass Communication Quarterly, 76 (1999) 2, S.341-53 |
Sprache | englisch |
Dokumenttyp | gedruckt; Zeitschriftenaufsatz |
ISSN | 1077-6990 |
Schlagwörter | Advertising; Animation; Higher Education; Media Research; Student Reaction; Undergraduate Students; Use Studies; World Wide Web |
Abstract | Finds that (1) animated banner ads (display advertisements hyperlinked to an advertiser's Web site) result in quicker response and better recall (from college students) than non-animated banner ads; (2) larger banner ads lead to better comprehension and more clicks than small banner ads; and (3) user mode (information seeking or Web surfing) did not affect students' responses to banner ads. (SR) |
Erfasst von | ERIC (Education Resources Information Center), Washington, DC |