Content dimensions of Web advertising: a cross-national comparison

Article Abstract:

This article describes research on US, UK, and South Korea web sites to analyze advertising techniques and practices used. The parameters of the research are basic content decisions regarding creative appeal, information indicating the selling proposition, and emotional effectiveness of the image.

Online services, Internet services, Advertising agencies, World Wide Web

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Advertising productivity: developing an agenda for research

Article Abstract:

The importance of productivity in advertising is discussed. Studying advertising productivity will help identify those operations that are better than average.

United States, Planning, Advertising research, Labor productivity

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Long-term trends in the European advertising market

Article Abstract:

The growth of advertising expenditures and the advertising industry in the European market are discussed.

Europe, Statistical Data Included, Industry Overview, Forecasts and trends, Statistics, Advertising expenditures

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