Processing Web Ads: The Effects of Animation and Arousing by Yongkuk Chung PDF

By Yongkuk Chung

word: this can be a shortended model of the unique, hardcover work.Reference were removed.

As web advertising bills keep growing and surpass these devoted to a few conventional media, advertisers are nonetheless mostly at midnight in regards to the branding strength of on-line media autos resembling banner ads. Assuming that conventional media ideas observe, advertisers try to elevate the effectiveness of on-line cars resembling banner advertisements through making them better, extra lively, or graphically arousing. during this pioneering research, Yongkuk Chung measures the level to which banner advert features reminiscent of animation and pictorial illustration influence conventional advert reaction measures resembling keep in mind and popularity. furthermore, Dr. Chung takes the extra very important step of measuring the particular physiological reaction to diversifications in banner advert animation, content material, and different features in a rigorous medical research. The findings of this learn are vitally important. not just do they problem generally held notions concerning web advertising, in addition they current transparent managerial directions to extend branding energy on-line. Managers and students will locate a lot during this learn to lead their advertisements and examine efforts. Processing internet advertisements may be a huge addition to any assortment curious about ads, branding, communique, or web stories. "This booklet expands our wisdom of the way humans strategy online advertising. It provides considerably to our knowing ." - Professor Annie Lang, Indiana University

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Processing Web Ads: The Effects of Animation and Arousing Content, Student Edition by Yongkuk Chung


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