Online Banner Adverts: More Than The Final Click


  • Donavan Burgess Nottingham Trent University
Keywords: Online Advertising, Banner adverts, Young Adults, Consumer Behaviours, Interactive Advertising, Advertising Effectiveness.

Abstract


This study intends to gain an exploratory insight into the behaviours of young adults (18-25) which affect their responses to online banner adverts. By utilising the consumer-controlled focus of the Interactive Advertising Model and incorporated functional behaviours of the internet motives and modes as the pivot of the study, enabled the ability to facilitate a core behavioural understanding of the targeted cohort as well as key associated factors. In addition, brief, yet constructive recommendations in relation to this study are presented for the business community.

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Author Biography

Donavan Burgess, Nottingham Trent University
2014 Nottingham Business School Graduate
Published
06-03-2015

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How to Cite
Burgess, D. (2015). Online Banner Adverts: More Than The Final Click. Journal of Student Research, 4(2), 94-104. Retrieved from https://www.jofsr.org/index.php/path/article/view/261
Section
Research Articles