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Advertising Reaction Study

Source: www.dynamiclogic.com
Topic: Advertising

Sort Desciption: Consumer attitudes towards advertising in times of war. Methodology: ... 85% of respondents agreed to the statement: Advertising is necessary to support ...

Content Inside: www.dynamiclogic.com 3 Park Avenue Floor 37 New York NY 10016 t 212-591-9177 f 646-742-4910 Advertising Reaction Study Executive Summary - November 2001 Study objectives: The study which was conducted through an online survey aimed to measure the following three general topics: General consumer attitudes towards online advertising Perceptions of different forms of online advertising o How pop-ups compare to various forms of offline media o The number of pop-ups appropriate to keep content sites free to consumers Consumer attitudes towards advertising in times of war Methodology: The data was gathered through an online survey hosted by Dynamic Logic. Respondents were invited to participate via email and offered a chance to win a sweepstakes as an incentive. The invited list of 5000 was randomly selected from Dynamic Logics database of respondents who have participated in prior research. All respondents in the database were recruited via random sampling on websites. 413 respondents completed the survey which is an 8% response rate. The data was gathered from September 28 30 2001. 1 Findings: 1. Banners generate the most favorable opinions Over half of the consumers in the study (53%) have a positive attitude towards the banner format of online advertising. Results indicate that consumers have become accustomed to the standard banner format with its relatively small size and non-intrusive delivery. Its appeal is high compared to other online ad formats. The newer larger formats rank second and third respectively with 35% of respondents indicating they are positive about skyscrapers and 17% about large rectangles. On the other end of the spectrum only a small number of respondents had positive feelings towards the more intrusive formats such as pop-ups (6% positive) and full pages interstitials (3% positive). 1 The data was gathered through an online survey with a sample of 413 consumers. Respondents were recruited from Dynamic Logics database via ...

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