The effects of designed exploration methods of interstitial advertisements on advertising effects
碩士 === 南台科技大學 === 行銷與流通管理系 === 98 === Irritation in advertising, especially “Interstitial web ads”, is the subject of this paper. The interstitial ads are often perceived to be intrusive, resulting in negative response such as ad avoidance. The purpose of this study was to explore how the interstiti...
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| Format: | Others |
| Language: | zh-TW |
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2010
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| Online Access: | http://ndltd.ncl.edu.tw/handle/74662330818331902694 |
| Summary: | 碩士 === 南台科技大學 === 行銷與流通管理系 === 98 === Irritation in advertising, especially “Interstitial web ads”, is the subject of this paper. The interstitial ads are often perceived to be intrusive, resulting in negative response such as ad avoidance. The purpose of this study was to explore how the interstitial ad can have better advertising effects.
From the experimental results we are finding as the followings: first, when the information was “overload”(9 messages) the effects of advertising awareness and click rate was significant. Second information load and content involvement of webpage yield reciprocal influence on purchase intention rate and consider intention rate. Third, information load and primacy/recency effects on interstitial ads do no yield reciprocal influence on advertisement effectiveness; the information load and primacy/recency effects on interstitial ads and content involvement of webpage do not yield reciprocal influence on advertisement effectiveness.
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