A Test of the Effectiveness of a Mouse Pointer Image in Increasing Click through for a Web Banner Advertisement
Lees, Gavin and Healey, Ben (2005) A Test of the Effectiveness of a Mouse Pointer Image in Increasing Click through for a Web Banner Advertisement. Marketing Bulletin, 16 (Research Note 1). p. 1. ISSN 1176-645XFull text for this resource is not available from the Research Repository.
The objective of this research was to test the effect on click-through rates of a variation in the design of a web banner advertisement placed on a number of high-profile New Zealand websites. The variation involved the addition of a mouse pointer image next to the ‘click here’ message on the last frame of the advertisement. Previous studies had found that including a ‘click here’ instruction increased response to banner advertisements but in this study no such effect was found. However, click-through rates for the advertisement varied significantly across the sites examined. More research is therefore called for not only to identify whether a pointer image is able to increase clickthrough rates in combination with other design elements, but also to further investigate the relationship between site content, visitorship and click-through rates.
|Uncontrolled Keywords:||ResPubID14444; internet, banner advertising, click-through, effectiveness|
|Subjects:||Faculty/School/Research Centre/Department > School of Hospitality Tourism and Marketing
FOR Classification > 1599 Other Commerce Management, Tourism and Services
|Date Deposited:||18 Apr 2012 02:00|
|Last Modified:||18 Mar 2015 05:09|
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