ERIC Number: EJ656202
Record Type: Journal
Publication Date: 2002
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)
Publication Type: Journal Articles; Reports - Research; Tests/Questionnaires
Education Level: N/A
Authoring Institution: N/A