網際網路獨有之廣告類型與績效之研究Types of Proprietary Advertisements on the Internet and Their Performance Study
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(3) Types of Proprietary Advertisements on the Internet and Their Performance Study NSC 87-2416-H-110-011 86 08 01
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(34) 6. Abstract Since Internet has become a popular media for advertising, this research proposes a classification framework of Internet advertising based on five dimensions consisting of platforms, web-advertising products, advertising rules, template arrangements, and advertisement design. It can serve as a foundation of Internet marketing. Finally, we have examined how the template arrangement, dynamics and number of exposure of web advertisements impact the advertising effects by laboratory experiment. Keywords: Internet Advertising, Internet Marketing, Advertising Effects, Electronic Commerce.. 1.
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