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Processing Web Ads: The Effects of Animation and Arousing Content [Hardcover]

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Item Number 244867  
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Item description for Processing Web Ads: The Effects of Animation and Arousing Content by Yongkuk Chung...

As online advertising expenditures continue to grow and surpass those dedicated to some traditional media, advertisers are still largely in the dark concerning the branding power of online media vehicles such as banner advertisements. Assuming that traditional media principles apply, advertisers attempt to increase the effectiveness of online vehicles such as banner ads by making them larger, more animated, or graphically arousing. In this pioneering investigation, Yongkuk Chung measures the extent to which banner ad characteristics such as animation and pictorial representation impact traditional ad response measures such as recall and recognition. In addition, Dr. Chung takes the additional important step of measuring the actual physiological response to variations in banner ad animation, content, and other characteristics in a rigorous scientific investigation. The findings of this study are very important. Not only do they challenge commonly held notions regarding online advertising, they also present clear managerial guidelines to increase branding power online. Managers and scholars will find much in this research to guide their advertising and research efforts. Processing Web Ads will be an important addition to any collection concerned with advertising, branding, communication, or Internet Studies. "This book expands our knowledge of how people process internet advertising. It adds significantly to our understanding ." - Professor Annie Lang, Indiana University

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Item Specifications...

Pages   132
Est. Packaging Dimensions:   Length: 9.06" Width: 6.14" Height: 0.79"
Weight:   0.75 lbs.
Binding  Hardcover
Release Date   May 8, 2007
Publisher   Cambria Press
ISBN  1934043249  
ISBN13  9781934043240  

Availability  64 units.
Availability accurate as of Oct 21, 2016 11:40.
Usually ships within one to two business days from La Vergne, TN.
Orders shipping to an address other than a confirmed Credit Card / Paypal Billing address may incur and additional processing delay.

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Product Categories

1Books > Special Features > New & Used Textbooks > Business & Finance > Marketing
2Books > Subjects > Business & Investing > General
3Books > Subjects > Business & Investing > Marketing & Sales > Advertising
4Books > Subjects > Business & Investing > Marketing & Sales > Marketing > Research
5Books > Subjects > Computers & Internet > Digital Business & Culture > Web Marketing

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