Advertising on the Web: Is There Response before Click-Through?

Rex Briggs · Nigel S. Hollis

351 citations0/0 files storedJournal of Advertising Research

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Digital Marketing and Social Media Marketing and Advertising Strategies Consumer Market Behavior and Pricing

Abstract

A study of Web banner advertising that measured attitudes and behavior found important attitudinal shifts even without click-through. By using Millward Brown’s BrandDynamics™ system, along with other copytesting measures, the authors have documented increases in advertising awareness and in brand perceptions to Web banner ads for apparel as well as technology goods.

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1996Understanding, Measuring, and Using Brand Equity

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