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Chapter 3: Online Advertising VS. Offline Advertising

Chapter 3: Online Advertising VS. Offline Advertising. Payam Hanafizadeh and Mehdi Behboudi http ://www.igi-global.com/book/online-advertising-promotion/60769. IMPLICIT MEANING.

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Chapter 3: Online Advertising VS. Offline Advertising

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  1. Chapter 3: • Online Advertising VS. Offline Advertising

  2. Payam Hanafizadeh and Mehdi Behboudi http://www.igi-global.com/book/online-advertising-promotion/60769

  3. IMPLICIT MEANING Advertising efforts for a brand often involve implicit concepts such as dignity and cheer fulness (Ringold et al., 1989). These elements can be visual or auditory, or the implicit meanings of words or sentences (Toncar & Munch, 2001). http://www.merriam-webster.com/dictionary/implicit

  4. IMPLICIT MEANING According to a study conducted by Toncar and Munch (2001), implicit meanings are significantly influential when establishing relationships and creating advertisements. http://www.macmillandictionary.com/dictionary/british/implicit

  5. IMPLICIT MEANING For better identification of implicit meanings and the way they are used in Internet Advertising and print advertisements, most researchers present three perspectives: • product elaboration • www usage and Advertisement processing • consumer’s tendency toward the brand http://prevedi.rs/explicit-implicit-meaning/

  6. PRODUCT INVOLVEMENT It has been reported that product involvement is a key determinant of a consumer’s attitude toward an Advertisement (Laurent & Kapferer, 1985). http://www.businessdictionary.com/definition/product-involvement.html

  7. PRODUCT INVOLVEMENT When the product has a high level of involvement and the customer is highly involved, customers will actively process the Advertisement and spend more time on the ads, mainly focusing on data presented about the product. http://www.marketingprofs.com/ea/qst_question.asp?qstid=2204

  8. Conventional Models of Advertising The classic hierarchic model of advertising effects (Thorson, Chi, Leavitt, 1992) Ad characteristics Stimulation Credibility Liking Attitude toward the advertising Attitude toward the brand Buying intention Attention Memory

  9. Conventional Models of Advertising The two-route hierarchic model for emotional commercials (Thorson, Chi, & Leavitt,1992) Attention Memory Ad characteristics Stimulation Credibility Liking Attitude toward the advertising Attitude toward the brand purchaseintention

  10. Conventional Models of Advertising The two-route hierarchic model for non-emotional commercials (Thorson, Chi, & Leavitt,1992) Attention Memory Ad characteristics Stimulation Credibility Liking Personal relevance Attitude toward the advertising Attitude toward the brand purchaseintention

  11. Conventional Models of Advertising The elaboration likelihood model of persuasion (Cacioppo & Petty, 1984) High involvement processing Cognitive Response Belief and attitude change Behavior change Communication (Source, message channel) Attention and perception Low involvement processing Behavior change Attitude change Belief change

  12. Conventional Models of Advertising Elaboration Likelihood Model • Petty and Wegener (1998) categorized the antecedents and mediating processes involved in attitude change. They identified four basic antecedent factors (recipient characteristics, message, source and context) that affect the outcome of attitude change through three interrelated mediating processes (affective, cognitive and behavioral processes).

  13. Advertisement Involvement Model This model presents four standard groups considering the Level of consumer involvement with the products and services. http://www.adcracker.com/involvement/Consumer_Involvement_Theory.htm

  14. Advertisement Involvement Model • the first group includes those products or services where consumers spend a lot of time before purchase • the second group includes those services and products with which the consumers are highly involved • the next group includes items purchased to satisfy personal needs and is called responsive purchasing

  15. Internet-Based models of Advertising Model of web Advertising effects (Rossiter & Bellman, 1999) Exposure (intended, content & Structure Content) Content nodes Content node enhancers Structure Micro structure (a) Links (b) Link Effectors (c) Molecules Macro struct5ure No. of molecules No. of links between molecules Intended order Navigation ad Ad Processing Attention Learning Emotions Acceptance Attention Action Brand inquiry Brand purchase Web & schema Communication Effects Identification Category needs Brand awareness evaluation Brand attribute Brand attitude Brand intention Brand purchase facilitation Moderators Web navigation ability Category need Category expertise Situational factors

  16. Consumer ’s Tendency toward the Brand • consumer’s tendency towards the Advertised brand is an influential factor that determines the efficiency of an Advertisement (Dahlen, 2001). It has been observed that when consumers have a positive attitude toward an Advertised brand, they can remember the and for a long time and thus believe it will have more value (Rice & Bennett, 1998). http://www.marketingcharts.com/topics/behavioral-marketing/consumers-seek-brand-meaning-12048/

  17. Consumer ’s Tendency toward the Brand A brand that is desirable for consumers has two Advantages over one that is not.First, the Advertisement of these brands is recognized more easily because of a history with and preference for the brand that helps the consumer distinguish the brand without making a cognitive effort. Second, it is easier for the consumer to believe the brand information.

  18. WWW Usage and Advertisement Processing Recent studies revealed that light and heavy Internet users process and believe Internet Advertising differently (Bruner & Kumar, 2000). http://education-portal.com/academy/lesson/understanding-the-consumer-decision-making-process-a-marketing-must.html

  19. WWW Usage and Advertisement Processing • Light users are mostly affected by websites and tricky motivators, while heavy users are more focused on central points and tend to eliminate externals to merely search for their goals (Dahlen, 2001). For heavy users, there is not much difference in their cognition of those implicit concepts presented on the Internet and those presented in printed media (Dahlen et al., 2004). http://support.mozilla.org/en-US/kb/firefox-uses-too-many-cpu-resources-how-fix

  20. Advantages of Internet Advertising According to a study conducted by the Interactive Advertising Business (2007), Internet Advertising has 28 advantages over other Advertising methods. http://www.flashxml.net/blog/1074.html

  21. Advertising on Social Networks Social network Advertising offers an online marketing practice that closes the loop between sales and Advertising with smarter lead, which are obtained from tracing consumer reactions. As mentioned before, social network marketing, such as on Facebook, must consider the impact of work-of-mouth in the marketing mix. http://www.technologyreview.com/article/424409/advertisers-flock-to-social-networks/

  22. Advertising on Social Networks Previous efforts to evaluate whether or not WOM works in a positive way believed that WOM has a powerful effect on buyer decisions (Richins, & Root–Shaffer, 1988; Van den Bulte & Joshi, 2007), and ignoring it minimizes taking the social network variable into account. http://www.pcworld.com/article/2030779/how-to-advertise-on-social-media-step-by-step-on-4-networks.html

  23. INFORMATION ENVIRONMENT Information environment is comprised of all data relevant to products which are within easy reach of consumers(Bettman, 1979). There seems to be no major difference between the Internet and traditional mass media in terms of the type of available content, because both provide awareness, image-making and reliability for a brand (Jones& Slater, 2003). http://www.environ.ie/en/AboutUs/AccesstoInformationontheEnvironment/

  24. INFORMATION ENVIRONMENT In comparison to traditional media, accessibility in the online environment has provided ways for its users to gain more information, such as a simple but valuable “click”, and other avenues like search, chat, mail and direct negotiation (video connections). http://www.jisc.ac.uk/whatwedo/themes/informationenvironment.aspx

  25. http://advertising.microsoft.com/splitter http://www.linkedin.com/skills/skill/Online_Advertising The End Of Chapter 3 http://traffichoopla.com/

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