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| Tekijä: | Ying, L. Korneliussen, T. Gronhaug, K. |
| Otsikko: | The effect of ad value, ad placement and ad execution on the perceived intrusiveness of web advertisements |
| Lehti: | International Journal of Advertising
2009 : VOL. 28:4, p. 623-638 |
| Asiasana: | advertising internet perception |
| Kieli: | eng |
| Tiivistelmä: | The purpose of this study is to address factors in advertising that lead to ads being perceived as intrusive. Eight theory-driven hypotheses are driven and tested. The results indicate that the perception of intrusiveness of ads can be controlled by aspects of ad value, ad placement and ad execution. |
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