Educators

THE VALUE OF BANNER ADVERTISING ON THE net

A dissertation presented to the Faculty of the Graduate School University of Missouri-capital of South Carolina

In Partial fulfilment Of the Requirements for the Degree Master of Arts

by KEVIN KOZLEN Dr. Clyde Bentley, Thesis Supervisor celestial latitude 2006

The undersigned, appointed by the Dean of the Graduate School, have examined the thesis entitled: THE VALUE OF BANNER ADVERTISING ON THE WEB Presented by Kevin Kozlen A candidate for the degree of Master of Arts

And herewith certify that in their opinion it is worthy of acceptance:

Dr. Clyde Bentley

Dr. Joel Poor

Dr. Cynthia Frisby

Dr. mare Len-Rios

ACKNOWLEDGMENTS

Thanks to my committee, without whom this work would be impossible; and to the School who provided me with the resources to fire my success. Thesis Chair: Committee Members: Dr. Clyde Bentley Dr. Cynthia Frisby, publicise Dr. Maria Len-Rios, Advertising Dr. Joel Poor, Business Missouri School of Journalism Strategic Communications

University of Missouri, Columbia:

ii.

TABLE OF CONTENTS

ACKNOWLEDGEMENTS…………………………………………………….………...ii LIST OF TABLES…………………………………………………………………….….v CHAPTER 1. INTRODUCTION …………………………………………………………… 1 The History and experimental condition of waft Advertising Purpose of the Study 2.



THEORETICAL textile …………………………………………. 10 Expectancy look upon Theory 3. LITERATURE appraise …………………………………………...............13 Determining Effectiveness Banner Ad Effectiveness localisation Exposure Level Product Type Creative Elements The Value of Web Advertising 4. METHODOLOGY ………………………………………………………… 31 Semi-Structured audiences Interview Subjects The Interview Comprehensive Understanding 5. COMPARATIVE ANALYSIS ………………………………………….. 41

Opinions of Advertising in General Experiences with Banner Advertising Opinions of Banner Advertising iii.

What Makes Banner Ads Noticeable Banner Ad Elements that Gain Attention Clicking on a Banner Ad Results of Clicking or Reviewing Results and Gratifications The Value...If you want to uprise a full essay, order it on our website: Orderessay



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