{"id":{"repo_id":"unlv","oai_identifier":"oai:oasis.library.unlv.edu:rtds-2144"},"canonical_url":"https://search.dev.ndltd.org/etd/unlv/oai:oasis.library.unlv.edu:rtds-2144","repository":{"repo_id":"unlv","name":"University of Nevada - Las Vegas","base_url":"https://oasis.library.unlv.edu/do/oai/"},"display":{"title":"Effects of location, size, and animation on the response rate to a promotional Web banner","abstract":"The purpose of this study was to investigate the layout and design of promotional Web banners on a company home page. To accomplish this, three variables; location, size and animation were used to test their effect on the response rate to those banners. Response rates were calculated by dividing the total number of click-throughs to the banner by the total number of visits to the Web pages. In each case, a relationship existed between the variable and the response rate. The results of this study also show that both animation and size can have a positive effect on response rate. Furthermore, it was found that location was not as effective as the other variables in the determination of response rates to the promotional banners. Marketing managers should consider these and other variables when designing and constructing company Web sites.","abstract_html":"The purpose of this study was to investigate the layout and design of promotional Web banners on a company home page. To accomplish this, three variables; location, size and animation were used to test their effect on the response rate to those banners. Response rates were calculated by dividing the total number of click-throughs to the banner by the total number of visits to the Web pages. In each case, a relationship existed between the variable and the response rate. The results of this study also show that both animation and size can have a positive effect on response rate. Furthermore, it was found that location was not as effective as the other variables in the determination of response rates to the promotional banners. Marketing managers should consider these and other variables when designing and constructing company Web sites.","abstract_has_math":false,"creators":["Ferguson, Rhett Pono"],"institution":"University of Nevada, Las Vegas","degree_name":"Master of Science (MS)","degree_level":"Thesis","degree_discipline":"Hotel Administration","degree_department":null,"school":null,"contributors":["John Bowen"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2000,"date_issued":"2000-01-01T08:00:00Z","date_published":"2000-01-01T08:00:00Z","updated_at":"2026-07-24T05:25:11Z","subjects":[],"languages":["English"],"rights":["IN COPYRIGHT. For more information about this rights statement, please visit http://rightsstatements.org/vocab/InC/1.0/"],"rights_urls":[],"identifier_entries":[{"key":"dc:identifier","label":"Identifier","values":["https://oasis.library.unlv.edu/rtds/1145"],"render_values":[{"text":"https://oasis.library.unlv.edu/rtds/1145","href":"https://oasis.library.unlv.edu/rtds/1145","code":true}]}]},"links":{"outbound_url":"https://doi.org/10.25669/u1hq-qzzj","outbound_label":"DOI","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["John Bowen"]},{"key":"dc:creator","label":"Author","values":["Ferguson, Rhett Pono"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:publisher","label":"Institution","values":["University of Nevada, Las Vegas"]},{"key":"dc:type","label":"Dc Type","values":["Text"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Hotel Administration"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Thesis"]},{"key":"thesis:degree_name","label":"Degree Name","values":["Master of Science (MS)"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language","label":"Dc Language","values":["English"]},{"key":"dc:rights","label":"Dc Rights","values":["IN COPYRIGHT. For more information about this rights statement, please visit http://rightsstatements.org/vocab/InC/1.0/"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["10.25669/u1hq-qzzj","https://oasis.library.unlv.edu/rtds/1145","https://oasis.library.unlv.edu/context/rtds/article/2144/viewcontent/uc.pdf"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["The purpose of this study was to investigate the layout and design of promotional Web banners on a company home page. To accomplish this, three variables; location, size and animation were used to test their effect on the response rate to those banners. Response rates were calculated by dividing the total number of click-throughs to the banner by the total number of visits to the Web pages. In each case, a relationship existed between the variable and the response rate. The results of this study also show that both animation and size can have a positive effect on response rate. Furthermore, it was found that location was not as effective as the other variables in the determination of response rates to the promotional banners. Marketing managers should consider these and other variables when designing and constructing company Web sites."]},{"key":"dc:format","label":"Dc Format","values":["pdf"]},{"key":"dc:title","label":"Title","values":["Effects of location, size, and animation on the response rate to a promotional Web banner"]}]}],"canonical_facts":{"dc:contributor":["John Bowen"],"dc:creator":["Ferguson, Rhett Pono"],"dc:description.abstract":["The purpose of this study was to investigate the layout and design of promotional Web banners on a company home page. To accomplish this, three variables; location, size and animation were used to test their effect on the response rate to those banners. Response rates were calculated by dividing the total number of click-throughs to the banner by the total number of visits to the Web pages. In each case, a relationship existed between the variable and the response rate. The results of this study also show that both animation and size can have a positive effect on response rate. Furthermore, it was found that location was not as effective as the other variables in the determination of response rates to the promotional banners. Marketing managers should consider these and other variables when designing and constructing company Web sites."],"dc:format":["pdf"],"dc:identifier":["10.25669/u1hq-qzzj","https://oasis.library.unlv.edu/rtds/1145","https://oasis.library.unlv.edu/context/rtds/article/2144/viewcontent/uc.pdf"],"dc:language":["English"],"dc:publisher":["University of Nevada, Las Vegas"],"dc:rights":["IN COPYRIGHT. For more information about this rights statement, please visit http://rightsstatements.org/vocab/InC/1.0/"],"dc:title":["Effects of location, size, and animation on the response rate to a promotional Web banner"],"dc:type":["Text"],"thesis:degree_discipline":["Hotel Administration"],"thesis:degree_level":["Thesis"],"thesis:degree_name":["Master of Science (MS)"]},"updated_at":"2026-07-24T05:25:11Z"}