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Other Papers on :Marketing Dissertations

Other Papers on :New media and online marketing

C/M/563. Master's Dissertation. The Effectiveness of Banner Advertising: The case of UK consumers

(2007, 19 500 words)

This study both examined the reasons why people do and do not click on banner adverts, as well as investigated the relationship between banner advertising and customer loyalty and purchasing intention. In so doing, it had two aims: First, it attempted to validate the findings of previous studies on banner advertising effectiveness. Second, it aimed to understand the effect of banner advertising, for both functional and expressive products, on customer loyalty and purchasing intention.



 
   
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