Advertising on the Web: Is There Response before Click-Through?
研究网络横幅广告，发现即使没有点击，广告也能显著提升消费者对服装和技术产品的广告认知与品牌感知。
A study of Web banner advertising that measured attitudes and behavior found important attitudinal shifts even without click-through. By using Millward Brown’s BrandDynamics™ system, along with other copytesting measures, the authors have documented increases in advertising awareness and in brand perceptions to Web banner ads for apparel as well as technology goods.