The Effectiveness of Pop-up Advertising |
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| I am interested in researching the effectiveness of online, specifically pop-up, advertising. Pop-up ads have been the subject of much recent debate, in both the corporate and public sectors. As more Internet users become frustrated with these ads, advertisers must constantly reevaluate their effectiveness. Many people never read pop-up ads, and even subscribe to special programs that block these ads before they can appear. Before investing millions of dollars, advertisers must determine if there is indeed a response before click-through. Current research involves finding ways to increase the time that users spend looking at pop-up advertising, such as sound and animation. Moreover, studies have found that people’s experience with the Internet is considerably different from their experiences with any other medium. Market research has shown that the effects of online advertising, in terms of brand recognition, are inconsistent and depend on many outside variables. Further research on this topic is intended primarily for advertisers, both corporate and agency, who wish to develop more effective and efficient media plans for the Internet. Are pop-up ads successful? Do they contribute significantly to brand building? What can online advertisers do to increase the effectiveness of and memory for pop-up ads? |
| Section
I-b: Keywords Business Source Elite: Internet W/2 Advertising Internet AND Advertis? |
| Lexis
Nexis Academic: Internet AND Advertising Internet Advertis! |
| Online
Search Engine—Google <http://www.google.com> Internet Advertising Pop-up Advertising Advertising Regulation |
| UNC
Library Catalog: ti Internet Advertising Advertising AND (Internet or online) Electronic AND Commerce |
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| Section II: Books, Videotapes, and CD-ROM’s from UNC-CH Libraries |
| Kaye, Barbara K. Just a Click Away: Advertising on the Internet. Boston: Allyn and Bacon, 2001. HF6146.158 K39 2001 |
| Sterne, Jim. What Makes People Click: Advertising on the Web. Indianapolis: Que, 1997. HF6146.158 S74 1997 |
One Show Interactive. Vol. 1. [CD-ROM]. Hove, East Sussex, U.K.: Rotovision S.A., 1998. HF6146.158.O545 |
| Section III: Electronic Indexes and Databases Sources |
| Hamilton, Dennis. “Web Advertising Slump Spurs New Strategies.” In Indianapolis Business Journal. Vol. 22, Issue 53. Indianapolis Business Journal, 11 March 2002, 19. Database on-line. Available from EBSCOhost, Regional Business News. http://search.epnet.com/direct [29 January 2003]. |
| Hoffman, Allan. “Pop-up Ads Draw Ire of Internet Users.” In Star Ledger. Newhouse News Service, 7 August 2002, Financial Section. Database on-line. Available from Lexis Nexis. [29 January 2003]. |
| Himelstein, Linda; Newborne, Ellen. “Web Ads Start to Click.” In Business Week. Issue 3547. The McGraw-Hill Companies, 6 October 1997, Special Report Section, 128. Database on-line. Available from EBSCOhost, Business Source Elite. http://search.epnet.com/direct [29 January 2003]. |
| “IAB Ad Sizes Committee Recommends New Larger Unit and Creates ‘Universal Ad Package;’ Key IAB Member Publishers Agree to Offer Formats Designed to Put Online Advertising On Par With TV and Print for Ease of Use; Effort Supported by American Association of Advertising Agencies-AAA-.” In Business Wire. Business Wire Inc., 11 December 2002. Database on-line. Available from Lexis Nexis. [29 January 2003]. |
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Khermouch, Gerry. “The Top 5 Rules of The Ad Game.” In Business Week. Issue 3816. The McGraw-Hill Companies, 20 January 2003, Marketing Section, 72. Database on-line. Available from EBSCOhost, Business Source Elite. http://search.epnet.com/direct [29 January 2003]. |
| Walker, Leslie. “Why Web Advertising is About to Get Ruder.” In The Hamilton Spectator. Toronto Star Newspapers, Ltd., 15 October 2002, Business Section, D14. Database on-line. Available from Lexis Nexis. [29 January 2003]. |
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| Section IV: Web Sources |
| 1.
Title of the Web Page: Ad Age Web Address: www.adage.com Brief Description: This web site provides a good overview of current trends in the advertising industry, including the phenomenon of pop-up ads. Links to articles and statistical information about online advertising effectiveness are available. Specific company and agency news and spending can also be accessed. Source of the Web Site: Advertising Age Magazine, Crain Communications Inc. |
| 2.
Title of the Web Page: Advertising.com Web Address: www.advertising.com Brief Description: Advertising.com is a company that specializes in interactive advertising, primarily on the Internet. This site provides an inside glance at the important aspects of online advertising most companies want to learn more about. It lists ways that clients can advertise online through email, search engines and pop-up ads, and the benefits of each. Source of the Web Site: Advertising.com Inc. |
| 3.
Title of the Web Page: American Advertising Federation Web Address: www.aaf.org Brief Description: The American Advertising Federation’s web site includes information about newsworthy events in the advertising industry. It explains new government policies that regulate United States advertising. It also details the debate over the recent Online Personal Privacy Act. Source of the Web Site: The American Advertising Federation |
4.
Title of the Web Page: Online Advertising Discussion List |
| 5.
Title of the Web Page: eMarketer Web Address: www.emarketer.com Brief Description: This site provides marketing research data about various aspects of business, including advertising. Statistics and qualitative results for research on online advertising are accessible (sometimes only with a subscription). Source of the Web Site: eMarketer Inc. |