Date of Graduation
2003
Document Type
Thesis
Degree Type
MS
Committee Chair
Terry Wimmer
Abstract
As clickthrough rates for banner ads decrease and scrutiny toward online advertising rises, finding a way to assess the effectiveness of online advertising is becoming increasingly important. Advertising value is one theory that has been proposed as a means of determining what gratifications consumers receive from advertising. This study applies advertising value to the Web and studies how three banner ad designs – animated, static and content-specific – rate in terms of the three predictors of advertising value – information, entertainment and irritation.
Recommended Citation
Norman, Ashley E., "Examining the value of banner ads: A uses and gratifications study." (2003). Graduate Theses, Dissertations, and Problem Reports (ETD). 10735.
https://researchrepository.wvu.edu/etd/10735