search query: @indexterm COMPARATIVE RESEARCH / total: 215
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| Author: | Ju-Pak, K. |
| Title: | Content dimensions of Web advertising: a cross-national comparison |
| Journal: | International Journal of Advertising
1999 : VOL. 18:2, p. 207-231 |
| Index terms: | ADVERTISING INTERNET COMPARATIVE RESEARCH |
| Language: | eng |
| Abstract: | This research examines advertising on the World Wide Web in the major content dimensions such as creative appeal/strategy used, the amount and type of information contained, and some descriptive characteristics that are unique to the new medium. In an attempt to determine whether and how Web advertising differs across countries of diverse cultures, a content analysis was conducted on a total of 310 Web ads selected from three countries - the US, the UK, and South Korea. |
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