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C/M/63. Dissertation+Project Proposal. What are the causes of ineffectiveness of banner advertising? Why do people not click on banners?

WORDS:

21000

DATE:

2003

PRICE:

219.99 GBP

The purpose of the following thesis was to elucidate the reasons why do people not click on banners and find the ways in which advertisers can make banner advertisements appeal to consumers more effectively. Furthermore, outcomes of research suggested which features in banners advertisers should avoid when developing clickable banners. First of all an extensive literature review was carried out in order to highlight all important aspects of previous researches. Analysis of literature review indicated, that the gap in the literature exists in the area of public attitudes towards clickable banner advertising and the reasons why people avoid clicking on banners. To answer these questions, people attitudes towards banner and other Internet advertising were investigated through focus group interviews and survey, which was conducted for the purpose of assessment and quantification of the qualitative research results. The findings suggest that the main reason for the ignorance of clickable banners amongst the respondents of the research was low involvement between product or service being advertised to the viewer's interests. Other reasons included the high level of annoyance of banner advertising and the threat of viruses that some banners poses. Conclusions of the research recommend narrow targeting and personalisation of banner advertisements, constant rotations and replacements of banners to avoid burnouts as well as trustful and original appeal and content.

KEYWORDS: dissertation, project, proposal, causes, ineffectiveness, banner, advertising, people, click, banners,