Internet Advertising Effectiveness

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Chapter Overview
This chapter explains the effectiveness of online advertising on Facebook among UCSI students. Variables that will covered in this chapter is the reaction of UCSI students after viewing online advertising, include informativeness, attractiveness, credibility, preference and intention.
Before the discussion of the effectiveness of online advertising, there are some questions need to be answered. Such as what is internet? What is advertising? What is online advertising? And what is social media?
The internet is the ‘networks of networks” that operates on a set of technical protocols that enables people from around the world access and exchange information using tools such as the World Wide Wed, e-mail, chat rooms and etc. (McMillan, 2004). As the world emerges from time to time, globalization has changed the ways of doing business, and the way of advertising as well. Advertising is a tool used by company to grab viewer’s attention with the purpose of increase sales, grab attention and penetrate the market share. Also recently, Richards and Curran updated the definition of advertising to: Advertising is a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action now or in the future. (Jef I.Richards, 2013). The message carried in the advertising usually influences the purchase decision of the consumer. Nonetheless, the way to convey a message has shifted from the traditional way of newspaper, magazine, print ads to the internet.
The internet itself has been used not only as an advertising vehicle itself but as a platform for new forms of interactive advertising, such as display ads, sponsorship, search ads, and more recently blogs and micro blogs, socia...

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...oduct-harm cerisis on marketing effectiveness. Marketing Science, 230-245.
Huntley, R. (2013). Annoying, but effective: the power of online advertising. Retrieved from http://www.brw.com.au/p/business/annoying_but_effective_the_power_k8CKHTNAAe29nTfONBi1UN
Jef I.Richards, C. M. (2013, May). Oracles on "Advertising": Searching for a Definition. Journal of Advertising, 63-77.
Lee, A. (2013, Oct 03). Retrieved from VS Daily: http://vsdaily.com/socialbakers-malaysia-has-over-13-million-facebook-users/
Li, H. (2011 ). The Interactive Web . Journal of Advertising Research , 13-34.
McMillan, S. J. (2004). Internet Advertising: One Face or Many? Internet Advertising: Theory and Research (2nd edition).
Oberoi, A. (2013, July 3). Retrieved from Ad Pushup: http://www.adpushup.com/blog/the-history-of-online-advertising/
Puranik, R. (n.d.). Effectiveness of Internet Advertising.

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