Honors Projects
Abstract
Limited research exists that effectively describes what format of ads (photos, videos, graphics, or GIFs), receive the most link clicks, the most adds-to-cart, and the most conversions. There is even less research available that describes the extent to which the visual structure of advertisements, such as chosen colors, imagery, text, and duration impacts ad performance. This study sets out to address and help close this research gap by creating and testing multiple advertisements on Facebook and Instagram.
Department
Visual Communication and Technology Education
Major
Visual Communication Technology
Second Major
Marketing
First Advisor
Donna Trautman
First Advisor Department
Visual Communication and Technology Education
Second Advisor
Steve Koppitsch
Second Advisor Department
Marketing
Third Advisor
Laney Fugett
Third Advisor Department
Visual Communication and Technology Education
Publication Date
Winter 12-9-2022
Repository Citation
Ensinger, Samantha, "Paid Advertising: Understanding How Ad Format and Visuals Impact Ad Link Clicks and Conversions" (2022). Honors Projects. 824.
https://scholarworks.bgsu.edu/honorsprojects/824
Included in
Graphic Design Commons, Marketing Commons, Photography Commons