NONE: Re: Ad issues - click rates etc.
Re: Ad issues - click rates etc.
Niranjan V. Raman (nraman_at_utk.edu)
Wed, 26 Jun 1996 09:32:06 -0400
I have been following the postings on ad issues and click-through rates
with some interest. Although getting the ad or banner to be seen is the
first step in the communication process, the effect it has on persuasion is
really the key to marketing success. I wish to make a distinction between
conventional advertising in which consumers are *incidentally exposed* to
ads when they look for editorial matter or view programs, and interactive
advertising where individuals *desire exposure* by clicking on a banner or
link, and view it for a period of time that is defined by them.
There are some obvious questions here: what are the factors that influence
an individual to click-through or click open an ad, which factors influence
the level of exposure to such ads, and how does the level of exposure
affect outcome measures such as cognitive thinking, attitude toward the
brand, and purchase intention.
I have already run a study in lab with an artificially constructed Website
with interlinked pages. I would now like to get some data from real
Websites/pages to derive generalizable conclusions. Hence this appeal: I
need data from the log file from Corporations/Organizations Web pages,
along with some other details. If your organization is interested, please
email me and we can work out the details. Thanks.
-Niranjan
===========================================================================
Niranjan V. Raman, Ph.D. nraman_at_utk.edu
Assistant Professor (423) 974-5097 (W)
Dept. of Advertising (423) 524-0186 (H)
University of Tennessee (423) 974-2826 (Fax)
===========================================================================
--------------------------------------------------------------------
This week's Online Advertising Discussion List sponsor:
The Internet Developers Association, http://www.association.org/
The professional trade association for Internet content developers.
Join through June 30, 1996 and the annual membership fee is waived.
--------------------------------------------------------------------
