Abstract

Although pop-up advertisements generate ill will, these ads, have an above average clickthrough rate compared to other forms of Internet advertising such as the banner ad, illustrating the significance this form has in modern day advertising. Travel and gambling ads are analyzed in the following study. Previous literature includes studies on factors that play an integral role in the success or failure of an online advertisement, the effectiveness of internet marketing on internet users, persuasive appeals used in advertising, and experiential consumption. Research on pop-up advertisements has focused primarily on tactics, their effects on the consumer, and their failures and successes. An analysis of visual and verbal persuasive devices was performed.

Library of Congress Subject Headings

Internet advertising; Advertising--Tourism; Gambling--Marketing; Visual communication

Publication Date

2005

Document Type

Thesis

Student Type

Graduate

Degree Name

Communication and Media Technologies (MS)

Department, Program, or Center

Department of Communication (CLA)

Advisor

Bruce Austin

Advisor/Committee Member

Grant Cos

Advisor/Committee Member

Eugene Fram

Comments

Physical copy available from RIT's Wallace Library at HF6146.I58 K37 2005

Campus

RIT – Main Campus

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