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
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id	my-upm-ir.77884
record_format	uketd_dc
spelling	my-upm-ir.778842022-01-17T04:01:56Z The relative effectiveness of web advertisement (tested in the Malaysian context) 2000-12-03 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. Advertising Web sites - Marketing Internet advertising 2000-12 Thesis http://psasir.upm.edu.my/id/eprint/77884/ http://psasir.upm.edu.my/id/eprint/77884/1/T%20GSM%202000%207%20%281900118348%29%20UPM%20IR.pdf text en public masters Universiti Putra Malaysia Advertising Web sites - Marketing Internet advertising Abdullah, Iskandar English
institution	Universiti Putra Malaysia
collection	PSAS Institutional Repository
language	English English
advisor	Abdullah, Iskandar
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
qualification_level	Master's degree
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)
granting_institution	Universiti Putra Malaysia
publishDate	2000
url	http://psasir.upm.edu.my/id/eprint/77884/1/T%20GSM%202000%207%20%281900118348%29%20UPM%20IR.pdf
_version_	1747813265835032576

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

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