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C/M/923. Dissertation. Why do some UK consumers click on banner ads whilst others do not?
- WORDS:
- 12800
- DATE:
- 2008
- PRICE:
- 129.99 GBP
The dissertation examines the reasons why consumers click or do not click on banner advertising. A critical review of literature on the effectiveness of banner advertising is presented, a comprehensive pilot study is conducted using secondary and primary research data obtained from a questionnaire distributed among 200 respondents. Conclusions are made about the distaste of consumers for banner ads. Recommendations are suggested about the ways in which banner ads can encourage consumers to click on them.
KEYWORDS: Dissertation, banner ads, Internet advertising, customers,
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