| Author: | Baltas, G. |
| Title: | Determinants of internet advertising effectiveness: an empirical study |
| Journal: | International Journal of Market Research
2003 : VOL 45:4, p. 505-513 |
| Index terms: | ADVERTISING ECONOMETRIC MODELS EFFECTIVENESS INTERNET |
| Language: | eng |
| Abstract: | This article examines the effectiveness of advertising on the Internet. The importance of creative and media factors for banner effectiveness are empirically investigated. Actual data on banner ads are measured by click-through rates and by econometric modelling. |
SCIMA