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Founded in 2003 / ISSN: 1696-019X / e-ISSN: 2386-3978 / Depósito Legal: M-5852-2003
DOI: 10.31921/doxacom
Issue number: 5, January-June 2007


María Sánchez Valle Universidad CEU San Pablo Belinda de Frutos Torres Universidad CEU San Pablo
Title Creative resources of Advertising in Internet Summary Within this article, the results of a descriptive study about advertising creativity on the internet are shown. To carry out this study, the creativity of four representative sectors of different advertising strategies have been analyzed. The most important result from the study are: that rich media technology is predominantly used for web-page advertisements, the most used format is banner and, with respect to the actual position in the web page, general rotation is preferred. On the other hand, the study showed that not only IAB Spain standard formats are being used; this implies that there are several different sizes. Keywords Internet advertising. Format. Creative resources. Rich media.


doi: https://doi.org/10.31921/doxacom.n5a8


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