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Abstract : <br /> <br /> <br /> Online advertising is constantly evolving. Every single day, new media, new technologies and new challenges come into play and change overall picture. Online Advertising, also known as internet advertising, is interactive advertising of product, ser...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/9707 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Abstract : <br />
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Online advertising is constantly evolving. Every single day, new media, new technologies and new challenges come into play and change overall picture. Online Advertising, also known as internet advertising, is interactive advertising of product, service, issue, corporate, political and public service announcement, on the Internet (International Electronic Network). <br />
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Considerably, user responses towards internet advertising were influenced by some factors, one of them is advertisement format (e.g. banner, hyperlink, rich media, pop up etc). It is important for enterprises or advertisers get to know user responses (e.g. entertaining, informative etc) towards their advertisement. format on the internet so that their promotion can compete more effectively on target market. <br />
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The objective of the study was to evaluate the perception and the preference of user towards advertisement format based on advertising characteristic on the internet. <br />
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