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Keywords: Banners
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Journal Articles
Journal:
Online Information Review
Online Information Review (2012) 36 (3): 420–441.
Published: 15 June 2012
... per cent. This constant decrease in average CTR has led to internet advertising effectiveness being questioned (Yaveroglu and Donthu, 2008). However this downward trend should not be viewed as a reason to reduce investment in the internet as banners can have a positive impact on brand attitude even...
