Advertising on the Web: Is There Response before Click-Through?
Journal of Advertising ResearchPublished 1 March 1997
Rex Briggs, Nigel Hollis
Citations349
SJR quartileQ1
SJR score0.82
SNIP0.72
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Abstract
A study of Web banner advertising that measured attitudes and behavior found important attitudinal shifts even without click-through. By using Millward Brown’s BrandDynamics™ system, along with other copytesting measures, the authors have documented increases in advertising awareness and in brand perceptions to Web banner ads for apparel as well as technology goods.
Keywords
Social SciencesBusiness, Management and Accounting
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