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Effectiveness of Online Advertising A Hong Kong Case Study

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1 Author(s)
Cheung, R. ; Hong Kong Polytech. Univ., Hong Kong, China

The ability of the Internet to deliver and obtain information in a flexible, effective manner at relatively low costs is very attractive. However, not many research projects have focused on the effective use of the internet for advertising in Hong Kong. This paper aims to evaluate the effectiveness of Internet advertising in Hong Kong, which has the potential to increase the probability of success of a campaign. An improving success rate can strengthen the brand name, allowing a company to distinguish itself from other internet web sites in Hong Kong. The measurement of success in banner ads is an important topic among academics and practitioners.

Published in:

e-Education, e-Business, e-Management, and e-Learning, 2010. IC4E '10. International Conference on

Date of Conference:

22-24 Jan. 2010