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Research papers

Measuring the brand effects of banner advertising campaigns

Internet advertising has gone from focusing mainly on click-through to focusing on brand effects. This means that websites and advertising networks need to demonstrate that brand effects are possible and can be measured. This paper discusses the...

Catalogue: ESOMAR Conference Worldwide Online Measurement 2001
Authors: Lars Bergkvist, Marcus Friström, Jonas Melander
June 1, 2001
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Citation

Bergkvist, Friström and Melander (2001a, June 01). Measuring the brand effects of banner advertising campaigns. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/measuring-the-brand-effects-of-banner-advertising-campaigns


Research papers

Evaluating the use of banner advertising in strengthening brand relationship

This paper studies the role of online advertising’s most popular tool – the banner advertisement – in the brand-building task. The paper seeks to examine whether banners are able to communicate brand values concomitant to which banners...

Catalogue: ESOMAR Conference Worldwide Online Measurement 2001
Author: Kartikeya Kompella
June 1, 2001
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Citation

Kompella, K. (2001a, June 01). Evaluating the use of banner advertising in strengthening brand relationship. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/evaluating-the-use-of-banner-advertising-in-strengthening-brand-relationship


Research papers

What makes people like, and click on, an Internet banner

In order to answer questions concerning factors affecting click-through rate and to compare them to factors affecting intention to click and attitude toward the ad, the authors of this paper summarize two separate studies that they have performed....

Catalogue: ESOMAR Conference Worldwide Online Measurement 2001
Authors: Mohamed Saber Chtourou, François Guérin
Company: Ipsos MRBI
June 1, 2001
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Citation

Chtourou and Guérin (2001a, June 01). What makes people like, and click on, an Internet banner. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/what-makes-people-like-and-click-on-an-internet-banner


Research papers

Caught in the web

The author recently analyzed Nielsen//NetRatings reach, frequency and click-through data for several popular Internet domains. The purpose of the analysis was to determine how excessive frequency of exposure to banner ads impacts click-through...

Catalogue: ESOMAR Conference Worldwide Online Measurement 2001
Author: Craig T. Gugel
June 1, 2001
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Citation

Gugel, C. T. (2001a, June 01). Caught in the web. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/caught-in-the-web