Please use this identifier to cite or link to this item: http://hdl.handle.net/10553/43325
Title: The effectiveness of banner ads on blogs
Other Titles: La eficacia de la publicidad on-line en el contexto de los blogs
Authors: Beerli Palacio, María Asunción 
Martín Santana, Josefa Delia 
UNESCO Clasification: 531101 Publicidad
Keywords: Publicidad
Blogs
Issue Date: 2010
Publisher: 1131-6837
Journal: Cuadernos de Gestion 
Abstract: The aim of this paper is to measure the advertising effectiveness of two formats of on-line advertisements, namely, large-button advertisements and contextual advertisements, and to determine the factors which, on the basis of the reviewed literature, influence advertising effectiveness. The context of application is blog type web pages, which, despite the significant increase in their use, have not received attention in the field of the advertising research. The results reflect that there are differences in the advertising effectiveness of the two formats and that the factors that influence are attitude to the blog, involvement with the product advertised and the length of the visit to the blog.
URI: http://hdl.handle.net/10553/43325
ISSN: 1131-6837
DOI: 10.5295/cdg.100186ab
Source: Cuadernos de Gestion[ISSN 1131-6837],v. 10, p. 17-42
Appears in Collections:Artículos
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