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Effectiveness of Internet Advertising Formats

Effectiveness of Internet Advertising Formats Li, H., & Leckenby , J. (2007 ). Examining the Effectiveness of Internet Advertising Formats. Chapter 09 of Internet Advertising . Course Portal: http://www.itu.dk/~rkva/2011-Spring-EB22

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Effectiveness of Internet Advertising Formats

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  1. Effectiveness of Internet Advertising Formats • Li, H., & Leckenby, J. (2007). Examining the Effectiveness of Internet Advertising Formats. Chapter 09 of Internet Advertising. • Course Portal: http://www.itu.dk/~rkva/2011-Spring-EB22 • Facebook: http://www.facebook.com/group.php?gid=133258548012 • Etherpad: http://ietherpad.com/7y3drhMCnq • Thursday, 03-Mar-2011 • EB22: Online Marketing: Lecture 14 • Auditorium 4, ITU, Copenhagen, Denmark

  2. Online Marketing Vertical Integration of Channel Capacities Communication Transaction Distribution Horizontal Integration of Marketing Communications Advertising Public Relations Sales Promotion Direct Marketing

  3. Conceptualizations Interactivity Consumer-Controlled Advertiser-Controlled Advertising Objectives Serve as criteria and provide decision-making direction Provide means by which results can be evaluated Force to understand the underlying processes Setting Objectives + Measuring Results = Criteria of Effectiveness

  4. Criteria of Effectiveness-1 AIDA Model (Elmo St. Lewis, 1898) Attention Interest Desire Action Hierarchy of Effects (Lavidge and Steiner, 1961) Cognition Affection Behavior

  5. Criteria of Effectiveness-2 Three Different Orderings (Ray, 1973) Learning Hierarchy (C-A-B) Dissonance Hierarchy (B-A-C) Low-Involvement Hierarchy (B-C-A) Three Qualifiers (Robertson, 1971) Not completely rational decision-making Possibility to skip stages Feedback loops Simultaneous Responses: Physiological, Affective, and Cognitive

  6. Criteria of Effectiveness-3 Criteria and Interactivity Process Control Outcomes Criteria and Control Ownership Consumer-Controlled Advertiser-Controlled See Figure 9.3 (p. 209) & Figure 9.4 (p. 210)

  7. Formats of Internet Advertising Interactive Advertising Bureau (2004) Keyword search Banner ads (display ads) Classifieds Rich Media Sponsorships Referrals Slotting Fees Email

  8. Effectiveness of Formats of Internet Advertising See Table 9.1 (p. 211) Banner Ads and Sponsorships in decline with respect to revenues Classifieds, Rich Media, & Keyword search on the rise Direct Response as well as Image Building

  9. Internet Advertising Research Integration with conventional advertising to maximize impact Exposure to Internet advertising Internet Advertising Messages Behavioral Response Branding

  10. Discussion Exercise 13: In-class small group exercise Trade Reports http://www.iab.net/insights_research/383046/427862 Post on Etherpad: http://etherpad.com/DqW4MqxTK4

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