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ONLINE ADVERTISING DEVELOPMENT AND THEIR ECONOMIC EFFECTIVENESS

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Author(s): Tchai Tavor

Journal: Australian Journal of Business and Management Research
ISSN 1839-0846

Volume: 1;
Issue: 6;
Start page: 121;
Date: 2011;
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Keywords: Pop Up | Banner | Advertising Budget | Internet | Marketer.

ABSTRACT
Recent years are a testimony to the astonishing development of the Internet, an increasingly important factor in current lifestyle. Internet advertising, as well, has seen a similar development, since marketers' online advertising budgets are growing as the years go by. In this study, I passed questionnaires to Israeli businesses and checked whether there is a difference in efficiency between two of the following types of online advertisement: banner advertisement and pop-up advertisement. I also characterized the respondents with respect to their preferred type of advertisement. The results of the latter showed that the number of clickers on banner advertisement is higher than that of pop-up advertisement, and that its efficiency rates are higher as well. In addition, the characterization of advertisers gave that the probability to advertise a banner advertisement is higher if the manager is either a female, married, older than 40 and employed in the construction, Car Dealership or wedding industry.

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