A study of on-line use and perceived effectiveness of compliance-gaining in health-related banner advertisements for senior citizens.
Description:
This research investigated banner ads on the World Wide Web, specifically the types of messages used in those ads and the effectiveness of the ads as seen by their intended audience. The focus was on health-related banner advertisements targeting senior citizens. The study first sought to determine the frequency of appearance of those ads when classified into categories of compliance-gaining tactics provided by research scholars. Second, the study explored the relative perceived effectiveness a…
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Date:
December 2002
Creator:
Toon, Michelle Anne