Details

Autor(en) / Beteiligte

• Tuten, Tracy L
• Bosnjak, Michael
• Bandilla, Wolfgang

Titel

Banner-advertised Web surveys

Ist Teil von

• Marketing research (Chicago, Ill.), 1999-12, Vol.11 (4), p.16

Ort / Verlag

Chicago: American Marketing Association

Erscheinungsjahr

1999

Quelle

EBSCOhost Business Source Ultimate

Beschreibungen/Notizen

• A common practice in banner ad design is to include an incentive for click-through. A study which compared an intrinsic-appeal with an extrinsic-appeal banner ad in generating click-throughs to a Web-based survey is discussed. Among the notable findings were that banners ads with intrinsic appeal - those with cues through message content - generated significantly more click-throughs than banners ads with extrinsic appeal - those with such cues as prizes, color and sound. But click-through rates overall remained low. In fact, market researchers should use caution when investing in banner ads because of the findings indicating banners ads' overall ineffectiveness in attracting respondents.