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...
| Publicado en: | Journalism & Mass Communication Quarterly Vol. 84; no. 1; pp. 7 - 24 |
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| Formato: | Artículo |
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Sage Publications Inc.
Spring2007
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=hlh&AN=25612194&site=ehost-live header: @attributes: shortDbName: hlh uiTerm: 25612194 longDbName: Humanities International Complete uiTag: AN controlInfo: bkinfo: jinfo: jid: 10776990 JMY jtl: Journalism & Mass Communication Quarterly issn: 10776990 maglogo: Y pubinfo: dt: Spring2007 vid: 84 iid: 1 pid: 344 pub: Sage Publications Inc. artinfo: ui: 25612194 10.1177/107769900708400102 ppf: 7 ppct: 17 formats: fmt: – @attributes: type: T db: ssf ui: 507973756 – @attributes: type: P db: ssf ui: 507973756 tig: atl: IMPLICIT MEMORY MEASURES FOR WEB ADVERTISING EFFECTIVENESS. aug: au: Chan Yun Yoo affil: Assistant professor, School of Journalism and Telecommunications, University of Kentucky su: Explicit memory Memory research Internet advertising Implicit memory Click through rate Internet marketing sug: subj: Explicit memory Memory research Internet advertising Implicit memory Click through rate Internet marketing ab: 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 introduces the measure of implicit memory as an alternative to assess the effectiveness of Web advertising. The results of an experiment suggest that implicit memory measures would complement the shortcomings of the current measures (e.g., recall, recognition, and click-through rate), especially in cases where consumers do not actively engage in ad processing. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: Y dt: @attributes: year: 2007 holdings: @attributes: islocal: N |
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