Internet Advertising Effectiveness

810 Words2 Pages
bulb-icon

Recommended: social media as a tool of advertising

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...

... middle of paper ...

...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.

Show More
Related

  • The Most Important Sentence

    592 Words  | 2 Pages

    Marshall, Patrick. "Advertising Overload." CQ Press 2014: n. pag. CQ Researcher Online. Web. 18 Mar. 2014. .

    Read More

  • Readymade Magazine Persuasive Essay

    1488 Words  | 3 Pages

    This magnification in information technology and systems has coerced the way marketing is carried out in the world today. There are different ways to conduct advertising that was not there before. The online platforms have eased e-commerce and payments being made through the competitors. Therefore, a competitor may capitalize on the online platforms and succeed, but by so doing forget the people who use traditional methods of communication, such as television sets and newspapers. As a result, it necessitates for a more integrated approach to advertising. There is the need to account for every single user in the target market.

    Read More

  • Advertising

    2272 Words  | 5 Pages

    “Evidence about the effectiveness of this advertising has come mainly from industry reports. Five recent reports conclude that internet advertisements build brands (i.e., increase advertisement awareness, brand awareness, brand image, or intent to purchase). These studies suggest that size, use of interactive elements (such as flash or DHTML), and advertisement position increase branding” (Interactive Advertising Bureau, 2002).]

    Read More

  • The Evolution of Advertising

    1076 Words  | 3 Pages

    In 1994, a new form of advertising and getting products and services into the world was discovered: the internet. Online advertising has been growing rapidly. We can see advertisements on almost any webpage we go to. Even if you try to avoid ads, you are bound to find some. This leads us to a crucial part of advertising which is ethics.

    Read More

  • Advertisement In Samsung Electronics And Apple, Inc.

    1337 Words  | 3 Pages

    According to Ahmed & Talaat (2009), advertising is a way to introduce new products or new idea to mass audiences. Successful Internet advertisement is a powerful tool to communicate with young generations and can guide their attitudes. Advertisement can create trend and influence general thinking of the public. They suggested that advertisement is an influential way in communicating to public about corporate branding and product positioning as it can change people perception and attitude towards the brand and the company.

    Read More

  • The Impact of Alcohol Advertising in Sport on Teenagers

    1161 Words  | 3 Pages

    Advertising is mass media content intended to persuade audiences of readers, viewers or listeners to take action on products, services and ideas. The idea is to drive consumer behavior in a particular way in regard to a product, service or concept. Advertising can be defined simply as explained by Canadian born advertiser and copywriter John E. Kennedy - (1864-1928) an advertisement is "salesmanship in print."

    Read More

  • Media’s Impact on Beauty and Body Image of Young Girls

    1919 Words  | 4 Pages

    Kilbourne, J. (2002). “Beauty and the Beast of Advertising”. Retrieved March 29, 2011 from http://www.medialit.org/reading_room/article40.html.

    Read More

  • Digital Marketing Case Study: HT Media Ltd.

    3324 Words  | 7 Pages

    The internet marketing campaign is instantly quantifiable. The campaign is easy to analyse for the researchers and involves no excess cost. They are allowed to measure and test all the functionalities of the campaign and infer an outcome.

    Read More

  • Advertising: Modern Day Brainwashing

    3188 Words  | 7 Pages

    Tellis, Gerard J., and Tim Ambler. The Sage Handbook of Advertising. Los Angeles: Sage Publications, 2007. Print.

    Read More

  • Advertising Effectiveness Essay

    891 Words  | 2 Pages

    It also includes examination of the theoretical and empirical studies in the field of advertising. Books, research papers, articles, reports, thesis etc. were systematically studied to develop the following review of literature. The review included extensive use of Proquest, Google scholar, Inflibnet and IIM- A library. The review of theoretical literature and empirical literature helped develop the below mentioned conceptual framework. This structure underlines the sequence of steps, which were undertaken for the review of literature. The first step was to understand the concept of advertising. The second step focused on understanding the effects of advertising. Scan of literature helped in identify the types of effects advertisements are known to create. The third step involved understanding the extent to which organisations are committing their resources to advertising. As logic dictates that measurement of effectiveness is more significant where the resources committed are more, the final step involved study of effectiveness measures.

    Read More

  • David Ogilvy's Influence On The Advertising Industry

    1711 Words  | 4 Pages

    Technology was able to help advertisers research the market and consumer choices. Targeting consumers has enabled companies to cut down on advertising costs. Also, the introduction of many advertising development tools such as animation and photography enabled advertisers to come with interesting and appealing methods of advertising that appeal to consumers. Moreover, the internet was able to revolutionize the way advertisers approach consumers creating an effective intermediary between the business (advertisers) and the consumers. The internet also created the pathway for social media sites to emerge which also had a huge impact on the advertising industry. But, the question that rises is whether the internet became an advertising playground? And if so, is it overshadowing the useful information the internet has to offer. Ads are losing their value to customers due to the redundancy of the ads form and content. Especially that many websites who offers individuals free services will be loaded with inefficient and rather unpleasant ads. Conclusively, technology was able to transform advertising, but where is the line going to be

    Read More

  • The Impact of Advertising on Children Under 12 Years of Age

    1589 Words  | 4 Pages

    The advertising, initially created for commercial uses, becomes an important factor of human development. These visual and auditory messages progressively and unconsciously affect our psychology and ultimately change our behaviours. Nowadays, the emergence of multimedia encourages the development of advertising. People are easily accessible to various advertisements. Actually, people can't escape from this terrible invasion. Television screen, mobile phones, computers, radios, magazines… our life is flooded with all kinds of advertisements.

    Read More

  • Exploring Advertising

    2838 Words  | 6 Pages

    Advertising is said to be with a potential consumer everywhere, we are so familiarized with it, that we do not even think about its form or nature. We may notice its presence while walking down the street, travelling by public transport or simply at home watching TV, reading a newspaper or on the internet. But what is it after all? How should we define it?

    Read More

  • The Pros And Cons Of Online Advertising

    779 Words  | 2 Pages

    In recent years, mass media has shifted its focus from newsprint and television to online reporting. This is convenient for viewers and even the news companies; however, it does pose an issue of revenue. It is easier for media companies to guarantee and sell ads to other companies in newspapers and TV because viewers cannot skip them, but on the internet, companies have begun to sell space on websites for ads. But with the rise of ad blocking software, these ads are not getting generated and the news companies do not make as much

    Read More

  • The Importance Of Online Advertising

    1461 Words  | 3 Pages

    Advertising has been round for centuries; starting with print ads, then evolving into radio and TV adverts. Each form of advertisement requires several different strategies in order to make the advertisement effective and appealing to the consumer. With the ever popular rising of the usage of the internet, online advertisements have also become more popular. According to Dr. David Evans, who received his Ph.D. in Economics, e-commerce, or sales processed online, were equal to 34 billion dollars as of 2008. (Evans, 2) This amount has only grown and will continue to grow as the usage of the internet becomes more and more popular. The heart around this monumental sum of revenue is online advertising. Advertising agencies optimize their online

    Read More

More about Internet Advertising Effectiveness

Open Document