EFFECTIVENESS FACTORS OF ONLINE ADVERTISING

Abstract. Research of effectiveness of online advertising show the absence of agreed factors of effective-ness. Focus has been placed on the click-through rates, rather than on attitudinal responses, and it is nec-essary to evaluate the effectiveness of online advertising from a more comprehensive perspective. Online advertising has sizable effects on brand loyalty and attitudes that can’t be reflected in click-through. Online advertising features force consumers to make relationship with company’s brand which leads to increase brand image in consumer’s mind. Aim is to analyze the impact of the type of online advertising format as well as specific advertisement features on user’s response and on the effectiveness of online ad-vertising in general. The methods used: literature analysis, comparison, structured questionnaire, data analysis, observation