A STUDY OF THE IMPACT OF ANIMATION AND USER CONTROL ON MEMORY, CLICK-THROUGH AND ATTENTION FOR WEB ADVERTISING STIMULI.
Jennifer Borse
Submitted to the faculty of the University Graduate School
in partial fulfillment of the requirements
for the degree
Master of Arts
in the Department of Telecommunications of
Indiana University
December, 2000
At long last I have completed my Master's Thesis. An HTML version of the thesis, my vita and the stimuli used for my study can be found below. For more information contact me at [email protected].
Stimuli:
Table of Contents
(page numbers may vary in html version)
Chapter One………………………………………………………………….page 1
An overview of the research questions and their importance
Chapter Two: ……………………………………………………………..…page 6
Review of Web advertising and pertinent advertising and media research
Chapter Three: ……………………………………………………………..page 42
A study of Web advertising&emdash;Methods
Chapter Four: ………………………………………………………………page 55
Results from the study on Web advertising
Chapter Five: ………………………………………………………………page 62
A discussion of the findings from the Web advertising study
Works Cited………………………………………………………………...page 68
Appendix A: Recall and Recognition Test…………………………………page 77
Appendix B: Banner Click-Through Information………………………….page 83
Dedication
To the family and friends that supported me throughout my graduate program and the long process of writing this thesis. Without your constant encouragement and support I might not have persevered. Your ongoing love and support are a blessing to me each and every day of my life.
Acknowledgments
To the members of my committee, who patiently supported me as I took the extra-long road toward the completion of my master's degree. Especially Annie Lang, my chairperson, whose constant encouragement to finish eventually paid off.
To Nancy Schwartz who served as my cheerleader and proofreader throughout the process of writing my thesis. She helped keep me sane and also ensured that my "t"s were crossed and "i"s were dotted. Her help and gracious hospitality, especially during the final stages, were sincerely appreciated.
To the members of the Institute for Communications Research at Indiana University who helped recruit and run subjects.
To Metin Kale who helped create the first draft of my stimuli presentation program.
To Maryann Durland who provided me with assistance on statistical analysis and reporting procedures.
To my Parents and Grandparents, who told me I could do this, and convinced to believe it.