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IMPLICIT MEMORY MEASURES FOR WEB ADVERTISING EFFECTIVENESS.

Most studies investigating memory for advertisements have relied heavily on examining effects of explicit memory. In the Web advertising environment, however, consumers often try to avoid Web ads during online activities, resulting in poor explicit memory and dismal click-through rates. The study in...

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Publicado en:Journalism & Mass Communication Quarterly Vol. 84; no. 1; pp. 7 - 24
Autor principal: Chan Yun Yoo
Formato: Artículo
Publicado: Sage Publications Inc. Spring2007
Materias:
Explicit memory
Memory research
Internet advertising
Implicit memory
Click through rate
Internet marketing
Acceso en línea:Ver este registro en EBSCOhost