Kelli Burns, assistant professor of communiations, attended the annual conference of American Academy of Advertising March 25-28 in Baton Rouge, La., to present a paper titled “Format Matters: Examining the Precursors to and Effects of Attitudes toward Six Online Advertising Formats.”
Her research examined the role of attitude toward the online ad format in the attitude-toward-the-ad model, which is one of the dominant models in the field of advertising. An abstract from the paper will also be published in the Proceedings.