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Le placement des bannières publicitaires sur le Web

Author

Listed:
  • Jean-Philippe Galan

    (IAE - Institut d'Administration des Entreprises - Toulouse)

  • Isabelle Fontaine

    (DMSP - Dauphine marketing, stratégie, prospective - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres)

Abstract

Cet article a pour objectif de mieux comprendre l'intérêt et le fonctionnement des bannières publicitaires sur Internet. Quelle est l'efficacité des bannières ? Les mesures actuellement utilisées sont-elles réellement les plus adéquates ? Le fonctionnement de la bannière est lié à la compréhension de certaines variables : il s'agit des dimensions de la bannière, de son placement sur le site et de variables individuelles. Après avoir rappelé les outils de mesure existants et discuté de leur efficacité, une analogie avec le placement de produits est proposée afin d'établir une typologie des bannières. Celle-ci, qui s'appuie notamment sur les concepts d'intégration et de proéminence, permet de proposer nouvelles mesures d'efficacité.

Suggested Citation

  • Jean-Philippe Galan & Isabelle Fontaine, 2002. "Le placement des bannières publicitaires sur le Web," Post-Print halshs-02920026, HAL.
    • Handle: RePEc:hal:journl:halshs-02920026
    DOI: 10.7193/DM.026.71.81
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