Award Date

1-1-2000

Degree Type

Thesis

Degree Name

Master of Science (MS)

Department

Hotel Administration

First Committee Member

John Bowen

Number of Pages

87

Abstract

The purpose of this study was to investigate the layout and design of promotional Web banners on a company home page. To accomplish this, three variables; location, size and animation were used to test their effect on the response rate to those banners. Response rates were calculated by dividing the total number of click-throughs to the banner by the total number of visits to the Web pages. In each case, a relationship existed between the variable and the response rate. The results of this study also show that both animation and size can have a positive effect on response rate. Furthermore, it was found that location was not as effective as the other variables in the determination of response rates to the promotional banners. Marketing managers should consider these and other variables when designing and constructing company Web sites.

Keywords

Animation; Banner; Effects; Locations; Promotional; Rate; Responses; Size; Web

Controlled Subject

Marketing; Mass media

File Format

pdf

File Size

2365.44 KB

Degree Grantor

University of Nevada, Las Vegas

Language

English

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