-Abstract-
A simulation study on the effects of important factors of internet banner advertising
Park, Ki-Nam, Ph.D
Assistant Professor Dept. of Multimedia Information Computing Kyungin Womens College
Lee, Hoonyoung, Ph.D
Associate Professor School of Business Administration Kyunghee University
Internet business changes traditional economic paradigm. We have an opportunity to be an advanced country through internet business. In order to catch this opportunity, Korean Internet companies are trying their best.
But the fundamental research on internet advertising is rare in Korean academic world. In comparison with growth rate of internet advertising market, the development rate of internet advertising research is slower.
This paper explained the difference of the effects according to the place or size of the Internet banner. This research reviewed the important attributes that affects the click through rate of Internet banner advertising. We introduced choice based conjoint analysis using randomized profile through the internet. The results of simulation showed that the factors such as place, creativity, size of Internet banner are significant.
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