A Test of the Effectiveness of a Mouse Pointer Image in Increasing Click through for a Web Banner Advertisement

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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 1176-645X

Abstract

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.

Item type Article
URI http://vuir.vu.edu.au/id/eprint/2802
Official URL http://marketing-bulletin.massey.ac.nz/V16/MB_V16_...
Subjects Historical > Faculty/School/Research Centre/Department > School of Hospitality Tourism and Marketing
Current > FOR Classification > 1599 Other Commerce Management, Tourism and Services
Keywords ResPubID14444; internet, banner advertising, click-through, effectiveness
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