| dc.description.abstract | This research examines consumer attitudes towards three types of display advertising: traditional display advertisements, in-line display advertisements and pop-up display advertisements.
This research is conducted from March to May 2012. The reviewing of literature, related theories and former researches proposes different theoretical framework
of testing consumer attitudes towards display advertising. However, the theoretical framework developed by Cheng, Blankson, Wang, and Chen (2009) with 3 main dimensions: ‘informative’, ‘entertaining’ and ‘irritating’ is applied to for questionnaire design and further analysis of this research. The answer from 200 respondents from three universities in Ho Chi Minh City are gathered and analyzed by SPSS software.
The results present that in traditional display ads, consumers have the positive attitudes about the informative dimension, yet have the neutral attitudes about the entertaining and irritating dimension. In in-line display ads, their attitudes are neutral about informative and entertaining dimension, and as for the irritating dimension, they feel irritated. That situation occurs as same as for the pop-up display ads.
Although this research still contains some limitations, it stills deliver some applicable implications and recommendations for the better results from display advertising campaigns and from Internet advertising generally. | en_US |
