Comparison of two web-ad pricing model by measurement of the ad memory

PSYCH OpenIR > 中国科学院心理研究所回溯数据库(1956-2010)

	Comparison of two web-ad pricing model by measurement of the ad memory
	Y. Wang; M. C. Ma; L. Lei; X. Q. Ding
	2004
会议名称	会议论文
页码	108-108
会议日期	2004
会议地点	Beijing
摘要	The 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
会议主办者	IUPsyS
学科领域	广告与消费心理学
收录类别	SSCI
语种	英语
WOS记录号	WOS:000226118000993
引用统计
文献类型	会议论文
条目标识符	http://ir.psych.ac.cn/handle/311026/6217
专题	中国科学院心理研究所回溯数据库(1956-2010)
推荐引用方式 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.