Effectiveness Of Online Advertising Research Articles

CREATING ONLINE PURCHASE DECISION AND BRAND IMAGE BASED ON ADVERTISING EFFECTIVENESS WITH EPIC MODEL

Nowadays the internet has brought drastic and significant changes in all aspects, especially in the dynamics of business development. With online ads carried out by Tiket.com, it is expected that brand image of its services will also increase. Along with increasing brand image after seeing promotions from online advertisements conducted by Tiket.com with the promos that have been provided, it makes tourists want to make purchase decision on Tiket.com. The effectiveness of online advertising is an important factor to support the image of a brand which can lead to purchasing decisions on a product or service. The research method used is quantitative with structural equational model techniques analysis using SmartPLS 2.0 software. The study results showed that contribution of Advertising Effectiveness directly influenced Brand Image was 81,22%. The remaining 18,78% was influenced by other factors that cannot be explained in study. Then contribution of Advertising Effectiveness and Brand Image simultaneously influenced Online Purchasing Decision was 87,59%. The remaining 12,41% was influenced by other factors that cannot be explained in study. It can be concluded that Brand Image has roled as mediator between Advertising Effectiveness and Online Purchasing Decision, because indirect influence was greater than direct influence.

불법 사이트 내 온라인 광고 효과에 관한 탐색적 연구 : 개인적 특성요인의 조절효과

불법 사이트 내 온라인 광고 효과에 관한 탐색적 연구 : 개인적 특성요인의 조절효과

Promoting agrotourism resorts online: an assessment of alternative advertising approaches

This paper investigates the differences and conviction effectiveness of three online advertising approaches for agrotourism resorts - namely, direct comparative, indirect comparative and non-comparative adverts. The research entails a parallel survey in two culturally diverse countries, employing equivalent and comparative measures. Even though there are some surveys on cross-cultural differences in advertising in general, the persuasion effectiveness of comparative online advertising, taking into account a cross-country environment, has not been investigated; furthermore, online promotion approaches for agrotourism has not been explored in the past. The findings suggest that there are both main and interactive effects of country and online advert type between the two countries under examination, particularly in relation to attitudes toward agrotourism resort brand and future visitation intentions. Based on the findings, it appears that comparative online adverts for agrotourism resorts were generally more convincing than non-comparative adverts, both in the USA and Greece.

PROMOTING AGROTOURISM RESORTS ONLINE: AN ASSESSMENT OF ALTERNATIVE ADVERTISING APPROACHES

This paper investigates the differences and conviction effectiveness of three online advertising approaches for agrotourism resorts - namely, direct comparative, indirect comparative and non-comparative adverts. The research entails a parallel survey in two culturally diverse countries, employing equivalent and comparative measures. Even though there are some surveys on cross-cultural differences in advertising in general, the persuasion effectiveness of comparative online advertising, taking into account a cross-country environment, has not been investigated; furthermore, online promotion approaches for agrotourism has not been explored in the past. The findings suggest that there are both main and interactive effects of country and online advert type between the two countries under examination, particularly in relation to attitudes toward agrotourism resort brand and future visitation intentions. Based on the findings, it appears that comparative online adverts for agrotourism resorts were generally more convincing than non-comparative adverts, both in the USA and Greece.

Effectiveness of Online Advertising in India

With the rapid growth in the IT Industry, many companies have started using the internet as primary source of advertising platform for taking advantage of online technologies. The Internet has became more familiar as online marketers found that Internet provides more convenience and command over the advertising area. The primary objective of this research is to find out how efficiently does the online advertising performs its role in making sale of goods to the customers with attractive offers and discounts to retain such online customers for a long time. Online Advertising became the primary source platform for promoting new products using advanced Internet features. With the birth of Internet, business world became more customized and many people started to buy their products online that could make their work easier and more faster. Online Advertising gives a creative dimension and unique characteristics to the product which is an added advantage. This gives a great progress in online business which reaches the ultimate aim of the marketer. Online Advertising viewers has no restrictions as it can be viewed 24/7 across the globe. By dealing with online market, marketers can reduce the transaction cost as it can contribute for the earnings of the company and also it is very secured while competing against International Marketing. In this Research, we would discuss about the origin and history of Online Advertising, Characteristics and Forms of Online Advertising, What are the challenges that marketers are facing while doing Online Advertising, Recent Trends in Online Advertising and Search Engine Optimization Statistics.

Treatment Effect Estimation via Differentiated Confounder Balancing and Regression

Treatment effect plays an important role on decision making in many fields, such as social marketing, healthcare, and public policy. The key challenge on estimating treatment effect in the wild observational studies is to handle confounding bias induced by imbalance of the confounder distributions between treated and control units. Traditional methods remove confounding bias by re-weighting units with supposedly accurate propensity score estimation under the unconfoundedness assumption. Controlling high-dimensional variables may make the unconfoundedness assumption more plausible, but poses new challenge on accurate propensity score estimation. One strand of recent literature seeks to directly optimize weights to balance confounder distributions, bypassing propensity score estimation. But existing balancing methods fail to do selection and differentiation among the pool of a large number of potential confounders, leading to possible underperformance in many high-dimensional settings. In this article, we propose a data-driven Differentiated Confounder Balancing (DCB) algorithm to jointly select confounders, differentiate weights of confounders and balance confounder distributions for treatment effect estimation in the wild high-dimensional settings. Besides, under some settings with heavy confounding bias, in order to further reduce the bias and variance of estimated treatment effect, we propose a Regression Adjusted Differentiated Confounder Balancing (RA-DCB) algorithm based on our DCB algorithm by incorporating outcome regression adjustment. The synergistic learning algorithms we proposed are more capable of reducing the confounding bias in many observational studies. To validate the effectiveness of our DCB and RA-DCB algorithms, we conduct extensive experiments on both synthetic and real-world datasets. The experimental results clearly demonstrate that our algorithms outperform the state-of-the-art methods. By incorporating regression adjustment, our RA-DCB algorithm achieves more precise estimation on treatment effect than DCB algorithm, especially under the settings with heavy confounding bias. Moreover, we show that the top features ranked by our algorithm generate accurate prediction of online advertising effect.

The amplifying effect of branded queries on advertising in multi-channel retailing

This article investigates the effect of online advertising (display, retargeting, social media and paid search) and offline advertising (TV and store flyers) on conducting branded search queries and the mediating role of these queries on web and store sales. Findings show that online and offline advertising increase consumers’ propensity to conduct branded search queries and that branded search queries combined with paid search advertising are the most relevant variables to generate sales on the web or in store in multi-channel retailing. Results have implications on the design of multi-channel communication campaigns. This study employs a partial least squares structural equation model (PLS-SEM), with data from a European electronic consumer multi-channel retailer, to measure simultaneously the total effect of online and offline advertising on sales mediated by branded queries and paid search advertising.

PENGARUH IKLAN ONLINE DAN KUALITAS LAYANAN TOKOPEDIA.COM TERHADAP CITRA MEREK PADA MASYARAKAT KOTA PADANG

This study aims to measure online advertising and tokopedia.com service quality on brand image. The population of this study is the people of Padang city who have done shopping at the online store tokopedia.com. Sampling of this study using accidental sampling technique. The number of respondents in this study were 100 respondents. The data collection technique of this study was to use a questionnaire with data analysis, namely using multiple regression analysis. The results of this study indicate tocopedia.com online advertising, a positive and significant effect on brand image and tokopedia.com service quality has a positive and significant impact on brand image.Keywords: online advertising, service quality, brand image

EPIC MODEL: EFEKTIVITAS IKLAN DESTINASI WISATA KABUPATEN BANYUWANGI TERHADAP MINAT BERKUNJUNG ULANG WISATAWAN DOMESTIK

Visiting a tourist destination is influenced by advertising through the internet, for example, facebook, Instagram, traveler blogger, kaskus, and so on. All tourism promotion processes are carried out online, so that tourists can search everything about tourist destinations that will be addressed wherever and whenever comfortably. This can foster interest in revisiting tourists for tourist destinations in Banyuwangi Regency. This study aims to determine the effectiveness of online advertising in all tourist destinations in Banyuwangi Regency, both nature-based tourism and Banyuwangi art-based tourism. Methods of data collection in this study using survey of all tourists who provide testimonials or expressions of tourism in Banyuwangi through online media. It is tourists who intend to visit tourist destinations in Banyuwangi Regency. Primary data is obtained from the results of questionnaires distributed to respondents distributed online through google.doc. The data analysis technique uses the EPIC method model which consists of four dimensions namely empathy, persuasion, impact and communication. Processing data to get the results of advertising effectiveness is used simple tabulation analysis, mean score, and EPIC rate. Based on the results of EPIC rate analysis, the EPIC rate value is 3.66 which if included in the EPIC rating scale Model is included in the effective category. Thus the advertisement of tourist destinations in Banyuwangi Regency is done using online media effectively against the interest of revisiting domestic tourists.

The effect of ad integration and interactivity on young teenagers’ memory, brand attitude and personal data sharing

Contemporary online advertising is characterized by the integration of advertising in other content and brand interactivity. Integrated advertising embeds a persuasive message into informative or entertaining content. Brand interactivity refers to interactions consumers have with brands in advertising messages. A two (integration vs. no integration) x two (brand interactivity vs. no brand interactivity) between subjects experiment (n = 576) examines the effect of online advertising's brand interactivity and its integration in other content on young teenagers' (11–14 years) brand memory, awareness of selling intent, critical processing, brand attitude, and their personal information sharing. Brand interactivity has a positive effect on memory, awareness of selling intent, brand attitude and personal information sharing. Integration of advertising in other content has a negative effect on memory, but has no effect on awareness of selling intent, brand attitude and personal information sharing. Surprisingly, awareness of selling intent leads to less critical processing. The main contribution of the study is that it disentangles the effects of brand interactivity and message integration in contemporary advertising formats, and suggests adaptations to well-known theories, such as the Affect Transfer Mechanism and the Persuasion Knowledge Model, in the context of young teenagers' responses to these formats.

Robust transfer integrated locally kernel embedding for click-through rate prediction

With the rapid development of online advertising, the click-through rate (CTR) prediction plays an important role in improving the benefits of advertising and user experience. CTR is the most commonly used evaluation indicator of the effects of online advertising. At present, the keys including feature extraction and user click behavior modeling have been taken into consideration by many researchers to design methods for CTR prediction. However, the characteristics of high-dimensional data sparseness and imbalance in advertising data are not fully considered, which results in the insufficient utilization of advertising information. To alleviate the problems of data sparsity and imbalance, this paper proposes a robust integrated locally kernel embedding (RILKE) model to solve data sparseness and incorporate unsupervised transfer learning into RILKE to form an improved model, named robust transfer integrated locally kernel embedding (RTILKE). Through theoretical analysis and empirical experiments, RTILKE can efficiently solve the data-imbalance problem of CTR prediction in online advertising, which effectively improves the prediction performance of advertising responses.

Az online reklámok közvetlen hatásának vizsgálata a vásárlási döntésekre

THE AIM OF THE STUDY The purpose of the study is to examine the effect of online advertising on direct purchases through an example of banner advertising and to explore and further develop the methodology used, to make it more widely applicable. METHODOLOGY The research was carried out using eye-tracking technology, which explores the relationship between brand sympathy, online advertising, Internet-related attitudes and the online advertisements effect on shopping, through a questionnaire and a short personal interview. MOST IMPORTANT RESULTS The methodology used has proven itself implementable in measuring the impact of different advertising devices on direct, immediate purchases. The results show the participants can recall the content of the seen advertisements. So the experiment confirms that the advertisement can reach the perception threshold and increase brand awareness even if the users ignore them in some sort (conscious or half-conscious) because of the banner blindness phenomena. Moreover, the degree of attention (number and length of fixations) paid to the advertisement is positively correlated with the advertised product’s brand sympathy only in some peculiar cases. On the other hand, the relationship between direct product selection and the appearance of advertisement was not statistically verifiable, but the results indicate that, by improving the methodology and increasing the sample size, the deviation is likely to be significant. It can also be stated that in this sample it was statistically justifiable that the more annoyed the participant was because of the presence of the advertisement, the less he thought himself a conscious internet user. RECOMMENDATIONS Marketing is constantly evolving due to the development of mobile devices and the underlying technology’s penetration, and therefore the investigation of the direct impact of advertisements is important for a deeper understanding of online consumer behavior, therefore the methodology used and the results that can be obtained by it can become quite important in the future of advertising market. As a result of the proliferation of mobile and online technologies, marketing is undergoing a continuous transformation. This is the reason why studying the direct, immediate effects of advertisements are essential for a deeper understanding of the mechanisms of online consumer behavior. The methodology used separates the online advertising effect from the other variables which are affecting the purchases. Consequently the results which can be obtained by it can provide important insight into the future of advertising market.

Different levels of destination expectation: The effects of online advertising and electronic word-of-mouth

Consumers may develop different levels of expectation about a destination, depending on the source of online information that they encounter. We explored the effects of information from online advertising and electronic word-of-mouth on destination expectations and the resulting satisfaction and revisit intentions. Data from 354 first-time visitors to Japan were analyzed in a two-step approach using a confirmatory factor analysis (CFA) and structural equation modeling. Four indirect effects were examined and compared using the bootstrap method. We found that information about destinations from online advertising was negatively associated with positive disconfirmations. However, destination information acquired from electronic word-of-mouth led to an increase in the likelihood of a positive disconfirmation, and it significantly increased travel satisfaction and revisit intentions. In addition, four indirect paths through a positive disconfirmation were confirmed. However, there was no moderating effect of search effort. Based on our findings, marketers should be aware that elaborate online advertising may have factors that undermine future business. To avoid the negative disconfirmation, marketers can remind customers that the photos and videos in advertisements were taken at specific times, places, seasons, or under other conditions. Moreover, marketers should encourage their consumers to share their previous travel experiences online to offset the negative disconfirmation from destination advertising and websites.

Evaluating online advertising effect: An approach integrating means–end conceptualization and similarity analysis

Abstract This study integrated the concept of means–end chain (MEC) theory and product similarity to propose a novel framework, that is, the evaluation of online advertising effect (EOAE) model, to establish a means–end conceptualization for online advertising design and adopt a similarity analysis for assessing the effectiveness of advertising design. A total of 345 valid respondents were gathered to construct three hierarchical value maps (HVMs) (i.e., body soap, shampoo, and conditioner) representing the consumer’s thoughts toward product usage. By analyzing these HVMs, this study created advertising copies for products with similar benefits and values, performed an advertising experimental test with a cooperative online retailer, and then analyzed sales entry data obtained a week before and after the experiment. Results from multidimensional scaling and similarity analysis showed that advertising copies created by using the contents of MECs are effective for drawing customer attention to purchase. Thus, firms can simply adopt the EOAE model to design successful advertising copies and formulate efficient communication strategies. This study is the first to develop such a model for designing online advertising copies based on MECs and confirming the effectiveness of these advertising copies via similarity analysis. Although this study focused on the effectiveness of online advertising, the concept and procedure provided in the EOAE model are suitable for brick-and-mortar retailers to evaluate the efficacy of their advertising design.

The Effectiveness of Online Advertising on Consumers’ Mind – An Empirical Study

This paper helps to investigate the effectiveness of online advertisement on consumers' mind. The data, which has been obtained from the respondents of Hyderabad, showed an impact on the consumers’ perception about the online advertising. A survey was conducted through structured questionnaire to obtain the data from the respondents of University of Hyderabad (UoH) and Maulana Azad National Urdu University (MANUU) situated in Hyderabad. A sample of 200 respondents were gathered with in a time frame of one month and their responses were analyzed with the help of Statistical Package for Social Science (SPSS) by using different statistical techniques in order to know the effectiveness of online advertisement on consumer mind. The outcome shows a positive impact of advertising on consumer’s mind.

A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook

Measuring the causal effects of digital advertising remains challenging despite the availability of granular data. Unobservable factors make exposure endogenous, and advertising’s effect on outcomes tends to be small. In principle, these concerns could be addressed using randomized controlled trials (RCTs). In practice, few online ad campaigns rely on RCTs, and instead use observational methods to estimate ad effects. We assess empirically whether the variation in data typically available in the advertising industry enables observational methods to recover the causal effects of online advertising. Using data from 15 US advertising experiments at Facebook comprising 500 million user-experiment observations and 1.6 billion ad impressions, we contrast the experimental results to those obtained from multiple observational models. The observational methods often fail to produce the same effects as the randomized experiments, even after conditioning on extensive demographic and behavioral variables. In our setting, advances in causal inference methods do not allow us to isolate the exogenous variation needed to estimate the treatment effects. We also characterize the incremental explanatory power our data would require to enable observational methods to successfully measure advertising effects. Our findings suggest that commonly used observational approaches based on the data usually available in the industry often fail to accurately measure the true effect of advertising.

COMPREHENSIVE APPROACH TO ESTIMATION OF EFFICIENCY OF INTERNET ADVERTISING

For several years, the Internet as an advertising platform, leading in growth compared with any other media. This article examines key indicators of the effectiveness of advertising campaigns on the Internet. The study proposes a number of measures aimed at a more complete and accurate assessment of the effectiveness of online advertising in modern conditions of the global computer network.

The Third-Person Effect of Online Advertising of Cosmetic Surgery: A Path Model for Predicting Restrictive Versus Corrective Actions

Using survey data with a national representative of U.S. adult women, the current study tested both the perceptual and behavioral hypotheses for the third-person effect of online advertising of cosmetic surgery (OACS) in a theoretical process model. A strong third-person perception (TPP) was observed in assessing the influence of OACS. The results of a path analysis revealed that the self–other exposure gap and social undesirability were positive predictors of the TPP. TPP had a direct impact on support for regulation (SFR) of OACS and an indirect effect on corrective actions. Both SFR and online political self-efficacy (OPSE) were the good predictors for corrective actions.

A Study on the Effectiveness of Online and Mobile Video Advertising in Terms of Screen Types and Product Categories

A Study on the Effectiveness of Online and Mobile Video Advertising in Terms of Screen Types and Product Categories

Effects of online Advertising on Consumers

Purpose of the study: The study would help the advertisers to understand to what extent the online advertising is beneficial. This study will bring facts that how advertiser‟s use social sites to make their products popular. This study will also be beneficial for the research scholars to analyze as to how consumers perceive the online advertisements and what are their parameters for purchasing stuff from the online sites. Research methodology: A survey method was used for collecting the data and questionnaire was used as a tool for conducting a survey among 500 respondents who are net savvy. Questionnaire was designed on the basis of parameters studied on the home page of the websites on regular basis. For designing the questionnaire and collecting the data online Google forms was used. The options in the questionnaire are based on the data collected from content analysis to study the response of the netizens towards them. Therefore, the data was shifted to Microsoft excel and converted to pie and bar graphs for graphically presentation. Thus the graphical presentation has also been derived from the Google forms and Microsoft excel. Conclusions: The research concluded that respondents prefer rectangular banner and skyscraper advertisements that too designed in big picture and copy heavy layouts. They notice the online advertisements of ecommerce sites and mobile phones as compared to any other product and prefer those ads whose utility or functions are displayed. Online ads placed above the mast head and on the right side of the homepage gains the maximum attention towards it. Advertisements displayed vibrant colors and promotional offers attract the netizens. Significance: The study will be beneficial for the marketers and web designers to understand the criteria of the netizens for considering the online advertisements and liking them.