PT  - JOURNAL ARTICLE
AU  - Wen Gong
AU  - Lynda Maddox
TI  - Measuring Web Advertising Effectiveness in China
AID  - 10.2501/JAR-43-1-34-49
DP  - 2003 Mar 01
TA  - Journal of Advertising Research
PG  - 34--49
VI  - 43
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/43/1/34.short
4100  - http://www.journalofadvertisingresearch.com/content/43/1/34.full
SO  - J Advert Res2003 Mar 01; 43
AB  - This study examines Chinese consumers' perceptions and responses to web banner advertising. Results suggest that just one additional banner exposure improves Chinese users' brand recall, changes their attitude toward the brand, and increases their purchase consideration. Although clickthrough was found to be a significant predictor for banner recall, there was no evidence that clickthrough affects brand recall, attitude toward the brand, or purchase consideration.Most of the findings in this study are congruent with those reported in the 1997 IAB Study.