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The relative effectiveness of web advertisement (tested in the Malaysian context)

Internet advertising is rapidly emerging as a key strategic tool for generating traffic and stimulating trial at consumer-oriented WebSites. The unpredictability and the lack of measurability and target ability and the creative limitations of Internet advertising cause advertisers to face considerab...

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Main Author: Liw, Ivy Cheh Chean
Format: Thesis
Language:English
English
Published: 2000
Subjects:
Advertising
Web sites - Marketing
Internet advertising
Online Access:http://psasir.upm.edu.my/id/eprint/77884/1/T%20GSM%202000%207%20%281900118348%29%20UPM%20IR.pdf
http://psasir.upm.edu.my/id/eprint/77884/
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spelling my.upm.eprints.778842022-01-17T04:01:56Z http://psasir.upm.edu.my/id/eprint/77884/ The relative effectiveness of web advertisement (tested in the Malaysian context) Liw, Ivy Cheh Chean Internet advertising is rapidly emerging as a key strategic tool for generating traffic and stimulating trial at consumer-oriented WebSites. The unpredictability and the lack of measurability and target ability and the creative limitations of Internet advertising cause advertisers to face considerable uncertainty in the "online environment". The purpose of this study is to provide a clearer understanding of the "banner ads" effectiveness normally found in the website. This study is to replicate and extend previous studies of Stevenson (2000) and Rae, Nathan & Brennan, Mike (1998) by further exploring the advertising Hierarchy-of-Effects and its antecedents in the context of web advertising. In doing this, the effects of webpage complexity and dynamic content on the banner ads' effectiveness were examined in Malaysian context. Findings suggest that ad with both moderate graphical and textual animation has positive effects on ad's effectiveness (A WebSite, A Brand, and A Attention/Recall), whereas background complexity has negative effects. A WebSite should be considered as antecedents to the flow of advertising Hierarchy-of-Effects. This shows that the Hierarchy-of-Effects model proposed by Lavidge and Steiner (1961) observed in the traditional media can be applied in the web environment. Future research into the relative effectiveness of factors other than A Ad, A Brand and CI in web advertising and A WebSite is required. In addition, the sequences of effects between variables of A WebSite, A Ad, A Brand, A Atttention/Recall and CI should be investigated and the flow of "Web Hierarchy-of-Effects model" examined. The present study was limited to the respondents who have knowledge in web advertising. Thus, further research into the relative effectiveness on web Hierarchy-of-Effects of person who has experience versus person without experience is needed. 2000-12-03 Thesis NonPeerReviewed text en http://psasir.upm.edu.my/id/eprint/77884/1/T%20GSM%202000%207%20%281900118348%29%20UPM%20IR.pdf Liw, Ivy Cheh Chean (2000) The relative effectiveness of web advertisement (tested in the Malaysian context). Masters thesis, Universiti Putra Malaysia. Advertising Web sites - Marketing Internet advertising English
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
English
topic Advertising
Web sites - Marketing
Internet advertising
spellingShingle Advertising
Web sites - Marketing
Internet advertising
Liw, Ivy Cheh Chean
The relative effectiveness of web advertisement (tested in the Malaysian context)
description Internet advertising is rapidly emerging as a key strategic tool for generating traffic and stimulating trial at consumer-oriented WebSites. The unpredictability and the lack of measurability and target ability and the creative limitations of Internet advertising cause advertisers to face considerable uncertainty in the "online environment". The purpose of this study is to provide a clearer understanding of the "banner ads" effectiveness normally found in the website. This study is to replicate and extend previous studies of Stevenson (2000) and Rae, Nathan & Brennan, Mike (1998) by further exploring the advertising Hierarchy-of-Effects and its antecedents in the context of web advertising. In doing this, the effects of webpage complexity and dynamic content on the banner ads' effectiveness were examined in Malaysian context. Findings suggest that ad with both moderate graphical and textual animation has positive effects on ad's effectiveness (A WebSite, A Brand, and A Attention/Recall), whereas background complexity has negative effects. A WebSite should be considered as antecedents to the flow of advertising Hierarchy-of-Effects. This shows that the Hierarchy-of-Effects model proposed by Lavidge and Steiner (1961) observed in the traditional media can be applied in the web environment. Future research into the relative effectiveness of factors other than A Ad, A Brand and CI in web advertising and A WebSite is required. In addition, the sequences of effects between variables of A WebSite, A Ad, A Brand, A Atttention/Recall and CI should be investigated and the flow of "Web Hierarchy-of-Effects model" examined. The present study was limited to the respondents who have knowledge in web advertising. Thus, further research into the relative effectiveness on web Hierarchy-of-Effects of person who has experience versus person without experience is needed.
format Thesis
author Liw, Ivy Cheh Chean
author_facet Liw, Ivy Cheh Chean
author_sort Liw, Ivy Cheh Chean
title The relative effectiveness of web advertisement (tested in the Malaysian context)
title_short The relative effectiveness of web advertisement (tested in the Malaysian context)
title_full The relative effectiveness of web advertisement (tested in the Malaysian context)
title_fullStr The relative effectiveness of web advertisement (tested in the Malaysian context)
title_full_unstemmed The relative effectiveness of web advertisement (tested in the Malaysian context)
title_sort relative effectiveness of web advertisement (tested in the malaysian context)
publishDate 2000
url http://psasir.upm.edu.my/id/eprint/77884/1/T%20GSM%202000%207%20%281900118348%29%20UPM%20IR.pdf
http://psasir.upm.edu.my/id/eprint/77884/
_version_ 1724075328507215872
score 13.211869

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