Chapter 3:Online Advertising VS. Offline

Advertising

Payam Hanafizadeh and Mehdi Behboudihttp://www.igi-global.com/book/online-advertising-promotion/60769

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IMPLICIT MEANINGAdvertising 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

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

IMPLICIT MEANING

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

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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

IMPLICIT MEANING

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

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PRODUCT INVOLVEMENTIt 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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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.

PRODUCT INVOLVEMENT

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

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Conventional Models of Advertising

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

Ad characteristics

StimulationCredibility

Liking

Attention Memory

Attitude toward

the advertisi

ng

Attitude toward

the brand

Buying intenti

on

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

Conventional Models of Advertising

Ad characteristics

StimulationCredibility

Liking

Attitude toward

the advertisi

ng

Attitude toward

the brand

purchaseintenti

on

Attention Memory

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

Conventional Models of Advertising

Ad characteristics

StimulationCredibility

LikingPersonal

relevance

Attitude toward

the advertisi

ng

Attitude toward

the brand

purchaseintenti

on

Attention Memory

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

Conventional Models of Advertising

High involvement processing

Cognitive Response Behavior changeBelief and

attitude change

Communication (Source, message channel)

Attention and perception

Behavior changeBelief change

Low involvement processing Attitude

change

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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).

Conventional Models of Advertising

Elaboration Likelihood Model

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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

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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

Advertisement Involvement Model

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

Internet-Based models of Advertising

Exposure (intended, content & Structure Content)1. Content nodes2. Content node enhancers

Structure3. Micro structure(a) Links(b) Link Effectors(c) Molecules2. Macro struct5ure(a) No. of molecules(b) No. of links between

molecules(c) Intended order(d) Navigation ad

Ad

ProcessingAttentionLearningEmotions Acceptance

Moderators1. Web navigation

ability2. Category need3. Category expertise4. Situational factors

Web & schema Communication Effects Identification1. Category needs2. Brand awareness

evaluation3. Brand attribute4. Brand attitude 5. Brand intention 6. Brand purchase

facilitation

Action1. Brand

inquiry2. Brand

purchase

Attention

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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/

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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.

Consumer ’s Tendency toward the Brand

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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

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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).

WWW Usage and Advertisement Processing

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

Advantages of Internet Advertising

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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/

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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.

Advertising on Social Networks

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

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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/

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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).

INFORMATION ENVIRONMENT

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The End Of Chapter

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