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Web Survey Bibliography

Title Banner-advertised Web surveys
Source Marketing Research, 11, 4, pp. 16-22
Year 2000
Database ProQuest
Access date 17.05.2004
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A common practice in banner ad design is to include an incentive for click-through. A study which compared an intrinsic-appeal with an extrinsic-appeal banner ad in generating click-throughs to a Web-based survey is discussed. Among the notable findings were that banners ads with intrinsic appeal - those with cues through message content - generated significantly more click-throughs than banners ads with extrinsic appeal - those with such cues as prizes, color and sound. But click-through rates overall remained low. In fact, market researchers should use caution when investing in banner ads because of the findings indicating banners ads’ overall ineffectiveness in attracting respondents.

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ProQuest (full text)

Year of publication2000
Bibliographic typeJournal article

Web survey bibliography - Bandilla, W. (20)