Monday, April 2, 2012

Internet Advertising Key Success Factors

Internet Advertising Key Success Factors 
The section concludes by framing the research problem of interest in terms of a set of concrete.

2.1 The Study of Internet Advertising Success
Modern literature on internet advertising abounds with theoretical constructs as well as empirical works that investigate the role of a series of factors in the success of internet advertising campaigns. Before proceeding with the discussion of what factors are considered
significant in this context, it is necessary to present the most significant measures employed in these works to quantify advertising effectiveness.

2.1.1 Quantification of advertising effectiveness
The typical research paradigm adopted when attempting to investigate the effectiveness of some advertising scheme involves a forced exposure to some advertising message followed by some measure of consumer response (Pavlou and Steward, 2000). The assumption behind this paradigm, according to Pavlou and Steward (2000), is that advertising has a direct effect to consumers and therefore advertising is considered as the independent variable, while consumer response to advertising is the dependent variable. The authors state
that such an assumption is not sufficient in the context of today’s highly interactive environments and, that additional factors, such as the online context where advertising takes place, should be taken into account in order to render the studies of advertising effectiveness
more insightful. To this end, the Thesis hypotheses incorporate several aspects of the online context such as the type of online activity and the user’s social context in the study of the user response to online advertising.

2.1.2 Factors affecting the effectiveness of internet advertising
Rodgers and Thorson (2000) introduced a model comprising a series of factors with an influence on the processing of internet advertising by the consumer. Fundamentally, they distinguish between functional and structural elements in their advertising model. Functional
elements pertain to the motives of online users and their behavior within the online setting, i.e. they revolve around the user (who also happens to be the advertising target) of the online application within which advertising takes place. On the other hand, structural elements of advertising concern the physical presentation and format of the ads, for example their position on the screen, size, type (banner, sponsor link, pop-up), and so forth.

The impact of banner ad design elements (color, animation) and the provision of incentives through the advertising message on the achieved CTR were investigated in the work of (Lohtia et al., 2003). The study differentiated between Business-to-Consumer (B2C)
and Business-to-Business (B2B) advertisements. It was found that incentives and interactivity have a negative impact on CTR. The presence of emotions was found to have a positive influence on the CTR of B2C ads and a negative one for B2B banner advertisements.

By Symeon Papadopoulos
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