An exploratory study of search advertising in China
This paper examines the effects of serial position, price promotion, user experience and brand familiarity on search advertising in China. Past research on traditional media has hypothesized that TV ads in prime time and print ads in cover pages received more audience's attention than other ad...
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| Format: | Others |
| Language: | English |
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2012
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| Online Access: | http://hdl.handle.net/2152/15918 |