| This thesis is an investigation of measures of effectiveness for Internet advertisements when they are processed at an unconscious level. Mere exposure (exposed to ads or not), priming (received target word prime or not) and ad type (icon or banner) manipulations were administered to subjects. Measures of effectiveness were obtained using both consideration set formation and ad fragment completion measures.; Results showed that when subjects were mere exposed to the target Internet ad, primed with the product category and received the icon condition they were more likely to complete the measures successfully. The implications for marketers are discussed. |
