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Cited by 1,301

The DOI matches its Crossref record; 4 of the 4 references it cites were found in a registry or an index.

Advertising Value and Advertising on the Web

Ducoffe, Robert H.·1996·Journal of Advertising Research
DOI 10.1080/00218499.1996.12466626
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Abstract

The growth of advertising on the World Wide Web requires research on users’ general perceptions since these affect attitudes toward individual advertisements. This article presents results of an intercept survey focusing on the perceived value of Web advertising, an approach developed by the author for assessing advertising in the general media. Both the hypothesized model of advertising value and its role as an antecedent of overall audience attitudes are confirmed. The author maintains that advertising value is a useful measurement criterion for evaluating advertising effects generally, and particularly in the case of the Web.

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Cites

Show all 4 references

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Metadata

Authors
Ducoffe, R. H.
Venue
Journal of Advertising Research
Publisher
Informa UK Limited
Published
1996-09
Volume
36
Issue
5
Pages
21-35
ISSN
  • 0021-8499 (ISSN-L)
  • 1740-1909
DOI
10.1080/00218499.1996.12466626
OpenAlex
W2160460894
Cited by
1,301
References
4
FWCI
35.53
Type
journal article
Language
en
Open access
closed

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CoChat. (2026). Citation check: Advertising Value and Advertising on the Web. https://app.cochat.ai/papers/10.1080/00218499.1996.12466626
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Ducoffe, R. H. (1996). Advertising Value and Advertising on the Web. Journal of Advertising Research. https://doi.org/10.1080/00218499.1996.12466626

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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

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