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عمومی::
تبلیغات بنری
Advertisements placed on sites usually take the form of banner advertisements.
The power of banner advertisements is that they can be targeted at a particular audience.
will pay for banner advertisements for two main reasons: (a) in the hope that the cus- tomer will click on the advertisement and then will be exposed to more detailed brand information on the company's website and (b) all visitors to a page will see an advertise- ment, either noting it consciously or viewing it subconsciously.
The effectiveness of banner advertising in terms of attitudes toward such advertising and intention to click on banner ads varies along cultural dimen- sions (M�ller and Eisend, 2010).
Overall, acceptance of banner advertising is influenced more by national-level cultural characteristics than individual-level characteristics.
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