RT Journal Article
SR Electronic
T1 Measuring Web Advertising Effectiveness in China
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 34
OP 49
DO 10.2501/JAR-43-1-34-49
VO 43
IS 1
A1 Wen Gong
A1 Lynda Maddox
YR 2003
UL http://www.journalofadvertisingresearch.com/content/43/1/34.abstract
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.