Motivations for Using the Internet
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Motivations for Using the Internet Edwards, S . (2007). Motivations for Using the Internet and Its Implications for the Internet Advertising. Chapter 05 of Internet Advertising . Course Portal: http://www.itu.dk/~rkva/2011-Spring-EB22

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Motivations for Using the Internet

  • Edwards, S. (2007). Motivations for Using the Internet and Its Implications for the Internet Advertising. Chapter 05 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, 24-Feb-2011

  • EB22: Online Marketing: Lecture 11

  • Auditorium 4, ITU, Copenhagen, Denmark


Internet advertising research

Internet Advertising Research

Efficiency

Use of Web addresses in traditional media

Advertisers’ perceptions of Internet

What consumers value online

Response types for successful advertising

Motivations for using the Interent


Human motivation

Human Motivation

“A motive has been defined as an activated state that supports goal directed behavior” (p. 93)

Initiation

Intensity

Persistence


Motivations for using the internet

Motivations for Using the Internet

Uses and Gratifications

Process Motivations

Content Motivations


Motivations for processing internet advertisements

Motivations for Processing Internet Advertisements

Traditional Classification of Advertising

Informational

Image-oriented

Processing Advertising

Motivation

Opportunity

Ability

Informational Appeals vs. Hedonic Appeals


Online consumer motivations

Online Consumer Motivations

Motive Switching

Mode of Surfing

Information-seeking vs. Experience-wanting

Influence of Demographic Variables

Age

Gender

Education

Experience


Improving opportunities to ad processing

Improving Opportunities to Ad Processing

Placement

Redundancy

Contrast

Message Simplicity

User Control


Discussion

Discussion

Exercise 09: On the creative consumer


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