Effects of location, size, and animation on the response rate to a promotional Web banner

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.

Name thesis:degree_name

Master of Science (MS)

Level thesis:degree_level

Thesis

Discipline thesis:degree_discipline

Hotel Administration

Grantor dc:publisher

University of Nevada, Las Vegas

Year

2000

Author dc:creator

• Ferguson, Rhett Pono

Contributors dc:contributor

• John Bowen

Statement dc:rights

• IN COPYRIGHT. For more information about this rights statement, please visit http://rightsstatements.org/vocab/InC/1.0/

Language dc:language

English

Identifier

https://oasis.library.unlv.edu/rtds/1145

OAI identifier oai:identifier

oai:oasis.library.unlv.edu:rtds-2144