search query: @indexterm ADVERTISING RESEARCH / total: 488
reference: 51 / 488
| Author: | Becker-Olsen, K. L. |
| Title: | A Look at the Effects of Sponsored Content and Banner Advertising |
| Journal: | Journal of Advertising
2003 : SUMMER, VOL. 32:2, p. 17-32 |
| Index terms: | ADVERTISING INTERNET ADVERTISING RESEARCH ADVERTISING EFFECTIVENESS |
| Language: | eng |
| Abstract: | The paper demonstrates that Web communities and advertisers both benefit from sponsored content. Specifically, sponsored content can be an effective advertising tool to engender positive response toward an advertiser and increase feelings of customer responsiveness, product quality, category leadership, and even purchase intention. In addition, there is evidence that these types of messages are processed differently, indicating to communications managers that program objectives should drive the decision as to whether sponsored content, banner advertising, or some combination of the two will be most effective. |
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