"Prime" Advertising Space: Measuring Implict Memory Online

Doctoral thesis English OPEN
Barratt, Madeleine;
(2012)
  • Publisher: The University of Edinburgh
  • Subject: Banner Advertisments | Implicit memory | Priming | Familiarity | False Fame Effect | Mere Exposure Effect | Levels of Attention | Banner Blindness | Memory | Explicit memory

In marketing literature, click-through-rates are generally employed to measure the success of banner advertisements online. This measure has led to the banner blindness hypothesis, which posits that internet users ignore banner advertisements. However, this measurement ... View more
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