A study of effective Web advertising design to maximize click-through and brand awareness

dc.contributor.author Park, Myung
dc.contributor.department Graphic Design
dc.date 2020-08-05T05:06:46.000
dc.date.accessioned 2021-02-26T08:48:02Z
dc.date.available 2021-02-26T08:48:02Z
dc.date.copyright Tue Jan 01 00:00:00 UTC 2002
dc.date.issued 2002-01-01
dc.description.abstract <p>Technological developments provide important opportunities to advertisers and marketers can now reach large masses of people more efficiently through a variety of media. Web advertising has become widely known as an efficient and effective communication tool, and it is fast becoming the medium for mass communication in the advertising industry. Despite the Web's capability to be a potentially powerful medium for advertising, few research studies have been conducted regarding the effectiveness of visual communication in Web advertising compared to other advertising media. Generally, there are two main purposes for Web advertising: (a) build a brand, or (b) conduct direct marketing. Brand advertising associates the positive qualities or emotions with a company's product or service, while direct marketing attempts to stimulate a direct sale. Visual design elements need to be formulated that specify exactly which advertising objectives are being targeted. The primary objective of this study was to develop a method to analyze the components of Web design elements and communication styles in banner advertisements to enable Web advertising designers to maximize the effectiveness of Web advertising. The research found that click-through and brand-reinforcement design elements have both a comparative and inverse relationship. The findings demonstrate that a higher level of click-through ad design is associated with lower brand-reinforced ad design. Similarly, a higher level of brand-reinforced design is associated with lower click-through. The researcher presented a typology to be used as guidelines to determine the effectiveness of Web advertising design to maximize click-through and brand-reinforcement. Most studies on Web advertising have been conducted primarily on click-through behavior. Since many demands are based on the importance of brand-reinforcement in Web advertising, this study does provide some groundwork in this field. Therefore, further study in this area is strongly recommended.</p>
dc.format.mimetype application/pdf
dc.identifier archive/lib.dr.iastate.edu/rtd/20195/
dc.identifier.articleid 21194
dc.identifier.contextkey 18792672
dc.identifier.doi https://doi.org/10.31274/rtd-20200803-311
dc.identifier.s3bucket isulib-bepress-aws-west
dc.identifier.submissionpath rtd/20195
dc.identifier.uri https://dr.lib.iastate.edu/handle/20.500.12876/97562
dc.language.iso en
dc.source.bitstream archive/lib.dr.iastate.edu/rtd/20195/Park_ISU_2002_P375.pdf|||Fri Jan 14 22:20:47 UTC 2022
dc.subject.keywords Art and design
dc.subject.keywords Graphic design
dc.title A study of effective Web advertising design to maximize click-through and brand awareness
dc.type article
dc.type.genre thesis
dspace.entity.type Publication
relation.isOrgUnitOfPublication 525bbddf-6bb2-4061-9af6-9dacb977d18a
thesis.degree.discipline Graphic Design
thesis.degree.level thesis
thesis.degree.name Master of Fine Arts
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