Peer reviewedERIC Number: EJ656202
Record Type: Journal
Publication Date: 2002
Pages: N/A
Abstractor: N/A
ISBN: N/A
ISSN: ISSN-1066-2243
EISSN: N/A
Consumer Response to Web Sites and Their Influence on Advertising Effectiveness.
Goldsmith, Ronald E.; Lafferty, Barbara A.
Internet Research, v12 n4 p318-28 2002
Describes a study of undergraduates that tested four hypotheses regarding the effects of viewing Web sites on Internet advertising. Highlights include attitudes toward ads in marketing communications and advertising research; recalling brand names seen on the Internet; perceived advantages and disadvantages of online advertising; and recalling ads in other media. (Author/LRW)
Descriptors: Advertising, Higher Education, Hypothesis Testing, Internet, Marketing, Mass Media, Surveys, Undergraduate Students
Publication Type: Journal Articles; Reports - Research; Tests/Questionnaires
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A
