Free Practice Question
RC · Reading Comprehension
555-605
Short Passage - Science
Reading Passage
The average Internet user was exposed to an estimated 950 banner ads in 2005. Most receive little attention, as evidenced by the 0.5 percent click-through rate in 2003 (the percentage of website visitors who click on a banner ad), and the click-through rate has been in steady decline from 1996 at least through 2007.
The decline in click-through rates has led many researchers to explore ways of increasing online advertising effectiveness. This has led, in turn, to more interest in conversion rate (percentage of click-throughs that result in purchases of the advertised product) and view-through rates (visits to advertised e-commerce websites prompted by banner ads viewed without click-throughs). In fact, one online-marketing firm reported that in a study of banner-ad campaigns, 85.7 percent of those generating the highest click-through rates generated lower conversion rates than those with lower click-through rates.
Recently, several researchers have shown that banner ads affect consumers’ attitude toward a brand independent of click-through rate. They help build brand equity (the brand’s monetary value as a business asset) and can improve brand awareness, brand preference, and consumer purchase intentions. Researchers Dreze and Hussherh have successfully shown that much processing of banner ads occurs at the pre-attentive level, which results in low click-through rates—despite favorable effects on users’ recall, recognition, and level of awareness of the ads.
The decline in click-through rates has led many researchers to explore ways of increasing online advertising effectiveness. This has led, in turn, to more interest in conversion rate (percentage of click-throughs that result in purchases of the advertised product) and view-through rates (visits to advertised e-commerce websites prompted by banner ads viewed without click-throughs). In fact, one online-marketing firm reported that in a study of banner-ad campaigns, 85.7 percent of those generating the highest click-through rates generated lower conversion rates than those with lower click-through rates.
Recently, several researchers have shown that banner ads affect consumers’ attitude toward a brand independent of click-through rate. They help build brand equity (the brand’s monetary value as a business asset) and can improve brand awareness, brand preference, and consumer purchase intentions. Researchers Dreze and Hussherh have successfully shown that much processing of banner ads occurs at the pre-attentive level, which results in low click-through rates—despite favorable effects on users’ recall, recognition, and level of awareness of the ads.
Which of the following most accurately describes the primary purpose of the passage?
Answer Choices
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To identify the best way to measure the impact on consumer behavior of online banner advertising
B
To argue that online banner advertising is significantly less successful than most experts believe
C
To analyze strategies intended to improve quick click-through rates on banner ads
D
To provide data concerning the ability of consumers to recall the core messages of online ads
E
To explore results of research findings concerning the effectiveness of online banner ads?
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Difficulty
555-605
Type
RC
Category