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Article

Chin‐Tsai Lin and Pi‐Fang Hsu

This study develops a model for selecting Internet advertising networks. The proposed model adopts the “analytic hierarchy process” (AHP) to determine the relative weights…

Abstract

This study develops a model for selecting Internet advertising networks. The proposed model adopts the “analytic hierarchy process” (AHP) to determine the relative weights of evaluative criteria, then ranks the alternatives and selects the optimum Internet advertising network for advertisers. Additionally, a famous Taiwanese food company is used herein as an example of how an Internet advertising network can be selected using this model. The proposed model helps advertisers to effectively select Internet advertising networks, making it highly applicable for academia and commerce.

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Marketing Intelligence & Planning, vol. 21 no. 3
Type: Research Article
ISSN: 0263-4503

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Article

Yuehong Yuan, Jonathan P. Caulkins and Stephen Roehrig

Explores the question of whether the traditional practice of bundling advertisements with content will prevail or become less common on the Internet. Given that revenue…

Abstract

Explores the question of whether the traditional practice of bundling advertisements with content will prevail or become less common on the Internet. Given that revenue from advertisers is desirable to content providers, the answer mainly depends on whether advertisers will choose to deliver their advertisements by bundling. The decision to bundle in turn depends on the response of customers to bundling and to other advertising strategies. In particular, the relationship between advertising and content provision on the Internet may be affected by this medium’s distinctive characteristics, which affect the choices of advertisers and the response of customers. Thus, one needs to investigate the choices of advertisers, the behavior of customers, and their dependence on the distinctive technological features of the Internet.

Details

European Journal of Marketing, vol. 32 no. 7/8
Type: Research Article
ISSN: 0309-0566

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Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-85724-727-8

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Article

Lilly Anne Buchwitz

This paper aims to describe the development of forms of advertising on radio and internet when they were new media and propose a model of periodization through which the…

Abstract

Purpose

This paper aims to describe the development of forms of advertising on radio and internet when they were new media and propose a model of periodization through which the two histories can be understood and appreciated.

Design/methodology/approach

Two narrative histories were constructed based on data collected from numerous public and private, historical and contemporary and primary and secondary materials. The methodology of New Historicism informed the research.

Findings

When the two histories are viewed through the model, many similarities in terms of milestones and markers become apparent.

Research limitations/implications

Perhaps when the next new electronic mass medium is invented, a future researcher may look back on this model and consider whether it applies.

Practical implications

For practitioners who consider history a relevant source of knowledge and inspiration, this research offers a way of organizing and understanding the history of internet advertising.

Social implications

Today’s consumers, especially Millennials, continue to seek to avoid advertising on the internet. The use of ad blockers poses a significant threat to the business models of online content providers. This research demonstrates that resistance to advertising is nothing new and that it may be, in the end, futile.

Originality/value

The model is an original creation, based on an original view of history, and offered as a lens through which to understand this history.

Details

Journal of Historical Research in Marketing, vol. 10 no. 2
Type: Research Article
ISSN: 1755-750X

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Article

Payam Hanafizadeh, Mehdi Behboudi, Fahimeh Ahadi and Fatemeh Ghaderi Varkani

The purpose of this paper is to provide some insights regarding the adoption of internet advertising by Iranian small and medium‐sized enterprises. The recent negative…

Abstract

Purpose

The purpose of this paper is to provide some insights regarding the adoption of internet advertising by Iranian small and medium‐sized enterprises. The recent negative trends leading to a lack of competitive advantage in small businesses and the advantages of internet advertising makes it imperative to study various factors affecting this area of marketing.

Design/methodology/approach

This study reviewed 59 previous related studies, resulting in a comprehensive theoretical framework which explains the advantages of internet advertising for small to medium‐sized enterprises (SMEs). Via questionnaire, the paper compiles 346 Iranian experts’ opinions in order to test the validity and applicability of variables in Iran. A structural equation model and LISREL software were used to analyze the data.

Findings

A total of seven latent variables of internet advertising adoption were examined: advertising agencies, internet publishers, small and middle‐sized enterprises, government role, e‐commerce development and user types. The paper found that these constructs successfully explain internet advertising adoption by incorporating readiness and globalization stages. The small and medium‐sized enterprises were found to be the most significant for explaining internet advertising adoption.

Research limitations/implications

The sample was restricted to Iranian experts.

Originality/value

This study offers one of the first attempts to build a comprehensive theoretical model explaining internet advertising adoption. Second, this study offers a new scale for internet advertising adoption with higher content validity.

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Article

Debra Harker

The purpose of this paper is to examine the regulatory options available to control advertising on the internet.

Abstract

Purpose

The purpose of this paper is to examine the regulatory options available to control advertising on the internet.

Design/methodology/approach

The analytical framework for this study was derived from Harker and colleagues' work on effective advertising self‐regulation (ASR). The key areas of the legal regulatory framework, the self‐regulatory framework, prevailing community standards, and industry compliance were examined in the context of the internet; the focus being the achievement of acceptable advertising. Dick's convergent interviewing techniques were utilised during a number of depth interviews with key stakeholders and the data were analysed using Strauss' and Strauss and Corbin's guidelines.

Findings

This qualitative approach allowed great insight to be gained in a “messy” area. A number of regulatory options are suggested, ranging along a continuum from full control to no control. Whilst controlling advertising on traditional media is moving towards best practice, the dynamic context of the internet provides new challenges for all stakeholders in terms of consumer protection.

Research limitations/implications

A significant limitation of any research concerned with the internet relates to the currency of information, and this is difficult to account for in this dynamic environment.

Originality/value

Whilst there have been many research papers describing approaches to traditional ASR, there is little to guide us when it comes to options for controlling online advertising. This paper has attempted to push the research boundary a little further in this regard and is meant to be a paper that will hopefully stimulate other research colleagues to challenge ideas and the traditional view.

Details

Qualitative Market Research: An International Journal, vol. 11 no. 3
Type: Research Article
ISSN: 1352-2752

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Article

Chung-Hui Tseng and Tseng-Lung Huang

Based on narrative theory, emotional contagion theory, and anticipated emotions theory, the purpose of this paper is to adopt an experimental design intended to understand…

Abstract

Purpose

Based on narrative theory, emotional contagion theory, and anticipated emotions theory, the purpose of this paper is to adopt an experimental design intended to understand how narrative advertising video on internet, narrator flow and online audience characteristics influence the health communication effects and depression prevention messages of public service advertisements.

Design/methodology/approach

This study uses two experimental designs. The first contrasts the effectiveness of persuasion between narrative and argument advertising videos on internet, while the second contrasts the effectiveness of persuasion between narrators with high and low flow. This study employed partial least squares path modeling to validate the research structure hypothesis.

Findings

Empirical results indicate that internet narrative advertising video is not direct, but rather draws on flow and positive anticipated emotions to stimulate the production of online audience intention to adopt health risk-reducing behaviors. Compared with narrative advertising video, which influences intention to adopt health risk-reducing behaviors through flow and positive anticipated emotions, narrator advertising video with an emotionally invested high-flow narrator can strengthen online audience intention to adopt risk-reducing behaviors more directly and positively.

Practical implications

The study results can provide elements to assist in the design of online advertising video on depression prevention and health promotion.

Originality/value

In this study, the dialogue among narrative theory, emotional contagion theory, and anticipated emotions theory is constructed, and an integrated conceptual framework is developed for the relationship between internet advertising video type and the health communication.

Details

Internet Research, vol. 26 no. 1
Type: Research Article
ISSN: 1066-2243

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Article

Lynette Knowles Mathur, Ike Mathur and Kimberly C. Gleason

The stock price reactions to announcements of advertising services and providing services on the Internet are examined in this paper. The overall results suggest that…

Abstract

The stock price reactions to announcements of advertising services and providing services on the Internet are examined in this paper. The overall results suggest that Internet‐related activities are generally desirable. However, the results suggest that announcements of services advertising on the Internet are not perceived as an important component of a service firm’s promotional strategy. On the other hand, announcements of providing services on the Internet produce an average significant stock price reaction of 0.85 percent. This result suggests that providing services on the Internet should be an important component of a service firm’s marketing strategy. When the sample is segmented by firms’ prior financial performances, the observed stock price reactions are significantly positive for firms with superior prior financial performances. These results suggest that service firms with above average financial performances would benefit from a presence on the Internet.

Details

Journal of Services Marketing, vol. 12 no. 5
Type: Research Article
ISSN: 0887-6045

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Book part

Robert Kozielski, Grzegorz Mazurek, Anna Miotk and Artur Maciorowski

It seems that the Internet boom, which started at the end of the 1990s and finished with the spectacular collapse of the so-called dotcoms, is probably over. We are…

Abstract

It seems that the Internet boom, which started at the end of the 1990s and finished with the spectacular collapse of the so-called dotcoms, is probably over. We are currently enjoying a period of fast and stable growth. This is manifested by the growing number of both Internet users and companies which – to an ever-increasing extent – use the Internet as a form of communication (both internal and external), promotion, sales etc. Expenditures on Internet advertising are growing continuously and now constitute more than 25% of all advertising expenditure. A natural consequence of this development is the need for the standardisation and organisation of the world of the Internet. These activities will result in a greater awareness of the benefits which this medium provides, increasing the possibilities of its use, and – most importantly – the opportunity to evaluate the return on investments made on the Internet. Nowadays, it is clear that many companies are striving to increase the quality of their activities on the Internet or to improve the effectiveness of such activities. As a consequence, the number of companies that look for indices which would enable the making of more precise and effective decisions in the scope of online operations is growing.

This chapter is dedicated to the phenomenon of the increasing role of the Internet in business, including the scale of its use by Polish and international companies. We present the most commonly used measures of marketing activities on the Internet and in social media. This group includes the indices which make it possible to determine whether a company actually needs a website. Other measures allow for the improvement in the effectiveness of the activity on the Internet, whereas others specify the costs of activities on the Internet and often serve as the basis for settlements between a company and advertising agencies or companies specialising in website design. It is worth emphasising that the Paid, Earned, Shared, Owned (PESO) model, worked out by Don Bartholomew,1 is the basis for creation and description of indices concerning social media. This model has gained certain popularity in the social media industry. It does not, however, specify how individual indices should be named and calculated. It maps already existing indices and adapts them to specific levels of marketing communication measurement. All the measures indicated by the author of the model have been grouped into five major areas: exposure, engagement, brand awareness, action and recommendations. This model– similarly to all models of performance measurement – inspired by the sales funnel concept, adjusts certain standard indices and proposals of measurements for specific levels. Additionally, the measures are divided into four types, depending on who the owner of the content is: Paid (P) – refers to all forms of paid content; Owned (O) – all websites and web properties controlled by a company or brand; Earned (E) – the contents about a given brand created spontaneously by Internet users; and Shared (S) – the contents shared by Internet users.

Details

Mastering Market Analytics
Type: Book
ISBN: 978-1-78714-835-2

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Article

Ronald E. Goldsmith and Barbara A. Lafferty

The purpose of the present study was to test four hypotheses regarding the effects of viewing Web sites on Internet advertising. We surveyed a convenience sample of 329…

Abstract

The purpose of the present study was to test four hypotheses regarding the effects of viewing Web sites on Internet advertising. We surveyed a convenience sample of 329 undergraduate students, asking them to recall brand names seen on the Internet, to describe perceived advantages and disadvantages of online advertising, and to recall ads encountered in all media and whether they liked these or not. Visiting Web sites appeared to increase aided recall of brands seen on the Internet and to improve consumers’ views of the brand. Consumers who felt that Web sites improved their perceptions of brands saw more advantages in Web advertising, but they perceived more disadvantages as well. Finally, the consumers appeared to like TV and magazine ads more than the ads they recalled seeing on the Internet. The findings present a complex picture of Internet advertising that should be useful to online advertisers.

Details

Internet Research, vol. 12 no. 4
Type: Research Article
ISSN: 1066-2243

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