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Assessing the Effects of Animation in Online Banner Advertising:Hierarchy of Effects Model
Animation Online Banner Advertising Effects Model
2009/12/2
The present study attempts to examine the effects of animated banner ads, as well as the moderating effects of involvement, on each stage of the hierarchy of effects model, and to explore the applicab...
The Interactive Advertising Model Tested:The Role of Internet Motives in Ad Processing
The Interactive Advertising Model Tested Internet Motives Ad Processing
2009/12/2
Two, one-factor, within-subjects experiments were conducted to examine the role of Internet motives on responses to four types of banners (communicate, research, shop, and surf). Participants were eac...
The Interactive Advertising Model:How Users Perceive and Process Online Ads
Interactive Advertising Model Online Ads
2009/12/2
The authors provide an integrative processing model of Internet advertising, which incorporates the functional and structural schools of thought. The model begins with the functional perspective, whic...