To Vary or Not? The Effects of Ad Variation on the Web (Hardcover, New)

Online advertising expenditures now surpass those allocated to some traditional media such as billboards. Despite this, little is know regarding how advertising works in the online environment. This book, written by two leading PhD researchers in the field, is the first study of how advertising frequency and variation impact consumer attitudes online. In addition, this book employs a pioneering method that uses real web advertisements for real brands in a systematic investigation. The results of this book prove that traditional advertising theories and practices developed for offline media require adaptation to be used successfully online. Advertisers and researchers will find this book must reading as the web advertising medium continues to grow.

General

Imprint:	Cambria Press
Country of origin:	United States
Release date:	August 2006
First published:	August 2006
Authors:	Sang Yeal Lee • S. Shyam Sundar
Dimensions:	229 x 152 x 11mm (L x W x T)
Format:	Hardcover - Laminated cover
Pages:	132
Edition:	New
ISBN-13:	978-0-9773567-9-9
Categories:	Books > Computing & IT > Internet > General Books > Business & Economics > Business & management > Sales & marketing > Advertising
LSN:	0-9773567-9-5
Barcode:	9780977356799

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