The DOI matches its Crossref record.
Advertising on the Web: Is There Response before Click-Through?
Abstract
A study of Web banner advertising that measured attitudes and behavior found important attitudinal shifts even without click-through. By using Millward Brown’s BrandDynamics™ system, along with other copytesting measures, the authors have documented increases in advertising awareness and in brand perceptions to Web banner ads for apparel as well as technology goods.
Overview
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Citations
Cited by
Exploring motivations for consumer Web use and their implications for e-commerce
Joines, J. L., Scherer, C. W., & Scheufele, D. A. (2003) · Journal of Consumer Marketing · doi:10.1108/07363760310464578 · Cited by 409
Choi, S. M., & Rifon, N. J. (2002) · Journal of Interactive Advertising · doi:10.1080/15252019.2002.10722064 · Cited by 248
Managing the Power of Curiosity for Effective Web Advertising Strategies
Menon, S., & Soman, D. (2002) · Journal of Advertising · doi:10.1080/00913367.2002.10673672 · Cited by 216
Going with the Flow: Predicting Online Purchase Intentions
Korzaan, M. L. (2003) · Journal of Computer Information Systems · doi:10.1080/08874417.2003.11647530 · Cited by 214
Banner Advertisements through a New Lens
Dahlén, M. (2001) · Journal of Advertising Research · doi:10.2501/jar-41-4-23-30 · Cited by 156
Metadata
- Authors
- Briggs, R., & Hollis, N.
- Venue
- Journal of Advertising Research
- Publisher
- Informa UK Limited
- Published
- 1997-03
- Volume
- 37
- Issue
- 2
- Pages
- 33-45
- ISSN
- 0021-8499 (ISSN-L)
- 1740-1909
- OpenAlex
- W2418436347
- Cited by
- 351
- References
- 0
- FWCI
- 42.79
- Type
- journal article
- Language
- en
- Open access
- closed
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Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
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- CoChat. (2026). Citation check: Advertising on the Web: Is There Response before Click-Through? https://app.cochat.ai/papers/10.1080/00218499.1997.12466659
- The paper
- Briggs, R., & Hollis, N. (1997). Advertising on the Web: Is There Response before Click-Through? Journal of Advertising Research. https://doi.org/10.1080/00218499.1997.12466659
Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
