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The effectiveness of banner ads on blogs

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Author Info

  • Asunción Beerli Palacio

    ()
    (Universidad de Las Palmas de Gran Canaria)

  • Josefa D. Martín Santana

    ()
    (Universidad de Las Palmas de Gran Canaria)

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    Abstract

    The aim of this paper is to measure the advertising effectiveness of two formats of on-line advertisements, namely, large-button advertisements and contextual advertisements, and to determine the factors which, on the basis of the reviewed literature, influence advertising effectiveness. The context of application is blog type web pages, which, despite the significant increase in their use, have not received attention in the field of the advertising research. The results reflect that there are differences in the advertising effectiveness of the two formats and that the factors that influence are attitude to the blog, involvement with the product advertised and the length of the visit to the blog.

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    Bibliographic Info

    Article provided by Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE) in its journal Cuadernos de Gestión.

    Volume (Year): 10 (2010)
    Issue (Month): 03 ()
    Pages: 17-42

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    Handle: RePEc:ehu:cuader:20101013

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    Postal: Instituto de Economía Aplicada a la Empresa Avda Lehendakari Aguirre 83 CP 48015 Bilbao (Vizcaya) Spain
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    Postal: Instituto de Economía Aplicada a la Empresa, Revista Cuadernos de Gestión, Facultad de CC. Económicas y Empresariales, Universidad del País Vasco, Avda. Lehendakari Aguirre 83, 48015 Bilbao, Spain
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    Web: http://www.ehu.es/cuadernosdegestion

    Related research

    Keywords: Advertising; advertising effectiveness; internet; blogs;

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