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Exploring the Effectiveness of Web Ads Via Greenwald and Leavitt’s Involvement Model

  • Silvia Dessì
  • Claudia Melis
  • Ernestina Giudici
Conference paper

Abstract

Taking the continuous growth of online advertising into account, the necessity to adequately measure the effectiveness of web ads emerges, by having an approach broader than the Click Through Rate (CTR). As scholars underline web ads can be unconsciously processed even when not clicked on, and it is therefore necessary to consider the involvement level of the users and the elaboration level of the messages even though users do not interact with the advertisement by clicking on it. This paper presents a preliminary effort to verify the effectiveness of web advertisements using the involvement model elaborated by Greenwald and Leavitt, basing it on the analysis of how users interact with ads and the way in which they process the information contained in them. To pursue this goal we conducted a survey using an online questionnaire sent via e-mail to the Economics students at the University of Cagliari.

Keywords

Implicit Memory Explicit Memory Site Editorial Graphical Element Online Advertising 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Springer-Verlag Berlin Heidelberg 2012

Authors and Affiliations

  • Silvia Dessì
    • 1
  • Claudia Melis
    • 1
  • Ernestina Giudici
    • 2
  1. 1.University of CagliariCagliariItaly
  2. 2.Department of Business EconomicsUniversity of CagliariCagliariItaly

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