By Topic

Effectiveness of Online Advertising A Hong Kong Case Study

Sign In

Cookies must be enabled to login.After enabling cookies , please use refresh or reload or ctrl+f5 on the browser for the login options.

Formats Non-Member Member
$33 $13
Learn how you can qualify for the best price for this item!
Become an IEEE Member or Subscribe to
IEEE Xplore for exclusive pricing!
close button

puzzle piece

IEEE membership options for an individual and IEEE Xplore subscriptions for an organization offer the most affordable access to essential journal articles, conference papers, standards, eBooks, and eLearning courses.

Learn more about:

IEEE membership

IEEE Xplore subscriptions

1 Author(s)
Ronnie Cheung ; 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