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Comparison of two web-ad pricing model by measurement of the ad memory
Y. Wang; M. C. Ma; L. Lei; X. Q. Ding
2004
Conference Name会议论文
Pages108-108
Conference Date2004
Conference PlaceBeijing
AbstractThe pricing models of internet advertising are under debates. Which one is more rational in measuring web-ad effect, CPM (cost per-thousand impressions) or CPC (cost per-thousand click-through)? In this study, after surfing simulated web pages about 30 minutes, subjects were assigned to reunite the web-ad pictures by adding the logo which was presented in the target banner ad before. The accuracy and judgment certainty were measured. The result shows that pure page-view without click-through does make memory ad-effect. Comparing to another group who clicked the web-ad during browsing, it shows about 1.4~1.5 times ad-effect difference between click-through and pure page-viewing
Funding OrganizationIUPsyS
Subject Area广告与消费心理学
Indexed BySSCI
Language英语
WOS IDWOS:000226118000993
Citation statistics
Document Type会议论文
Identifierhttp://ir.psych.ac.cn/handle/311026/6217
Collection中国科学院心理研究所回溯数据库(1956-2010)
Recommended Citation
GB/T 7714
Y. Wang,M. C. Ma,L. Lei,et al. Comparison of two web-ad pricing model by measurement of the ad memory[C],2004:108-108.
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