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Chapter 3: Online Advertising VS. Offline Advertising. Payam Hanafizadeh and Mehdi Behboudi http ://www.igi-global.com/book/online-advertising-promotion/60769. IMPLICIT MEANING.

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slide1

Chapter 3:

  • Online Advertising VS. Offline Advertising
slide2

Payam Hanafizadeh and Mehdi Behboudi

http://www.igi-global.com/book/online-advertising-promotion/60769

slide3

IMPLICIT MEANING

Advertising efforts for a brand often involve implicit concepts such as dignity and cheer fulness (Ringold et al., 1989). These elements can be visual or auditory, or the implicit meanings of words or sentences (Toncar & Munch, 2001).

http://www.merriam-webster.com/dictionary/implicit

slide4

IMPLICIT MEANING

According to a study conducted by Toncar and Munch (2001), implicit meanings are significantly influential when establishing relationships and creating advertisements.

http://www.macmillandictionary.com/dictionary/british/implicit

slide5

IMPLICIT MEANING

For better identification of implicit meanings and the way they are used in Internet Advertising and print advertisements, most researchers present three perspectives:

  • product elaboration
  • www usage and Advertisement processing
  • consumer’s tendency toward the brand

http://prevedi.rs/explicit-implicit-meaning/

slide6

PRODUCT INVOLVEMENT

It has been reported that product involvement is a key determinant of a consumer’s attitude toward an Advertisement (Laurent & Kapferer, 1985).

http://www.businessdictionary.com/definition/product-involvement.html

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PRODUCT INVOLVEMENT

When the product has a high level of involvement and the customer is highly involved, customers will actively process the Advertisement and spend more time on the ads, mainly focusing on data presented about the product.

http://www.marketingprofs.com/ea/qst_question.asp?qstid=2204

slide8

Conventional Models of Advertising

The classic hierarchic model of advertising effects (Thorson, Chi, Leavitt, 1992)

Ad characteristics

Stimulation

Credibility

Liking

Attitude toward the advertising

Attitude toward the brand

Buying intention

Attention

Memory

slide9

Conventional Models of Advertising

The two-route hierarchic model for emotional commercials (Thorson, Chi, & Leavitt,1992)

Attention

Memory

Ad characteristics

Stimulation

Credibility

Liking

Attitude toward the advertising

Attitude toward the brand

purchaseintention

slide10

Conventional Models of Advertising

The two-route hierarchic model for non-emotional commercials (Thorson, Chi, & Leavitt,1992)

Attention

Memory

Ad characteristics

Stimulation

Credibility

Liking

Personal relevance

Attitude toward the advertising

Attitude toward the brand

purchaseintention

slide11

Conventional Models of Advertising

The elaboration likelihood model of persuasion (Cacioppo & Petty, 1984)

High involvement processing

Cognitive Response

Belief and attitude change

Behavior change

Communication (Source, message channel)

Attention and perception

Low involvement processing

Behavior change

Attitude change

Belief change

slide12

Conventional Models of Advertising

Elaboration Likelihood Model

  • Petty and Wegener (1998) categorized the antecedents and mediating processes involved in attitude change. They identified four basic antecedent factors (recipient characteristics, message, source and context) that affect the outcome of attitude change through three interrelated mediating processes (affective, cognitive and behavioral processes).
slide13

Advertisement Involvement Model

This model presents four standard groups considering the Level of consumer involvement with the products and services.

http://www.adcracker.com/involvement/Consumer_Involvement_Theory.htm

slide14

Advertisement Involvement Model

  • the first group includes those products or services where consumers spend a lot of time before purchase
  • the second group includes those services and products with which the consumers are highly involved
  • the next group includes items purchased to satisfy personal needs and is called responsive purchasing
slide15

Internet-Based models of Advertising

Model of web Advertising effects (Rossiter & Bellman, 1999)

Exposure (intended, content & Structure Content)

Content nodes

Content node enhancers

Structure

Micro structure

(a) Links

(b) Link Effectors

(c) Molecules

Macro struct5ure

No. of molecules

No. of links between molecules

Intended order

Navigation ad

Ad

Processing

Attention

Learning

Emotions

Acceptance

Attention

Action

Brand inquiry

Brand purchase

Web & schema

Communication Effects

Identification

Category needs

Brand awareness evaluation

Brand attribute

Brand attitude

Brand intention

Brand purchase facilitation

Moderators

Web navigation ability

Category need

Category expertise

Situational factors

slide16

Consumer ’s Tendency toward the Brand

  • consumer’s tendency towards the Advertised brand is an influential factor that determines the efficiency of an Advertisement (Dahlen, 2001). It has been observed that when consumers have a positive attitude toward an Advertised brand, they can remember the and for a long time and thus believe it will have more value (Rice & Bennett, 1998).

http://www.marketingcharts.com/topics/behavioral-marketing/consumers-seek-brand-meaning-12048/

slide17

Consumer ’s Tendency toward the Brand

A brand that is desirable for consumers has two Advantages over one that is not.First, the Advertisement of these brands is recognized more easily because of a history with and preference for the brand that helps the consumer distinguish the brand without making a cognitive effort. Second, it is easier for the consumer to believe the brand information.

slide18

WWW Usage and Advertisement Processing

Recent studies revealed that light and heavy Internet users process and believe Internet Advertising differently (Bruner & Kumar, 2000).

http://education-portal.com/academy/lesson/understanding-the-consumer-decision-making-process-a-marketing-must.html

slide19

WWW Usage and Advertisement Processing

  • Light users are mostly affected by websites and tricky motivators, while heavy users are more focused on central points and tend to eliminate externals to merely search for their goals (Dahlen, 2001).

For heavy users, there is not much difference in their cognition of those implicit concepts presented on the Internet and those presented in printed media (Dahlen et al., 2004).

http://support.mozilla.org/en-US/kb/firefox-uses-too-many-cpu-resources-how-fix

slide20

Advantages of Internet Advertising

According to a study conducted by the Interactive Advertising Business (2007), Internet Advertising has 28 advantages over other Advertising methods.

http://www.flashxml.net/blog/1074.html

slide21

Advertising on Social Networks

Social network Advertising offers an online marketing practice that closes the loop between sales and Advertising with smarter lead, which are obtained from tracing consumer reactions.

As mentioned before, social network marketing, such as on Facebook, must consider the impact of work-of-mouth in the marketing mix.

http://www.technologyreview.com/article/424409/advertisers-flock-to-social-networks/

slide22

Advertising on Social Networks

Previous efforts to evaluate whether or not WOM works in a positive way believed that WOM has a powerful effect on buyer decisions (Richins, & Root–Shaffer, 1988; Van den Bulte & Joshi, 2007), and ignoring it minimizes taking the social network variable into account.

http://www.pcworld.com/article/2030779/how-to-advertise-on-social-media-step-by-step-on-4-networks.html

slide23

INFORMATION ENVIRONMENT

Information environment is comprised of all data relevant to products which are within easy reach of consumers(Bettman, 1979).

There seems to be no major difference between the Internet and traditional mass media in terms of the type of available content, because both provide awareness, image-making and reliability for a brand

(Jones& Slater, 2003).

http://www.environ.ie/en/AboutUs/AccesstoInformationontheEnvironment/

slide24

INFORMATION ENVIRONMENT

In comparison to traditional media, accessibility in the online environment has provided ways for its users to gain more information, such as a simple but valuable “click”, and other avenues like search, chat, mail and direct negotiation (video connections).

http://www.jisc.ac.uk/whatwedo/themes/informationenvironment.aspx

slide25

http://advertising.microsoft.com/splitter

http://www.linkedin.com/skills/skill/Online_Advertising

The End Of Chapter 3

http://traffichoopla.com/