INTERNET ADVERTISING STRATEGY THEORETICAL FEATURES

The article analyzes internet advertising, the peculiarities of internet advertising strategy research, the process of internet advertising strategy. During the process of internet advertising strategy, the purpose of advertising is determined, the target audience is selected, the internet advertising strategy is developed, online advertising tools are selected, and the effectiveness of internet advertising tools is evaluated. Modern internet advertising not only provides information about the possibility to buy a product or use the service, but also helps the user to do so more rationally, because informs about quality. The article presents a model of internet advertising strategy. The aim of the article is to evaluate the peculiarities of internet advertising strategy. The tasks of the article are to analyze the concept of internet advertising, to analyze the peculiarities of internet advertising strategy research, to analyze the process of internet advertising strategy, to present the model of internet advertising strategy

Factors influencing purchase intention based on facebook advertising: A study on generation Y consumers in UUM

This purpose of this paper to is to discuss the phenomenon of social media advertising, and investigate the effectiveness of social media advertising on Malaysian Generation Y consumers. The framework as described in the study is adopted from the new model of website advertising effectiveness proposed by a group of Macedonian researchers in 2009. The significance of this study is to illustrate the idea how businesses can strategize on how they can improve their advertisement on social media by improving purchase intention towards their products. For this purpose, the study was focused on advertising on one of the most popular social media platforms, namely Facebook, on Malaysian Generation Y consumers. They study embarked to find out the relationship between Facebook advertising attributes, Facebook page credibility, and communication towards purchase intention. A quantitative study was employed using questionnaire-based survey. The survey took place in Universiti Utara Malaysia, where it received participation from 200 respondents. Data gathered from the survey were analyzed with Pearson correlation coefficient, using SPSS 2, in order to test the hypothesis. The study found that Facebook advertising attributes, Facebook Page credibility and communication have positive relationships towards purchase intention. The study contributes on how businesses can strategize their advertisement on Facebook by putting emphasis on the factors that influences purchase intention

The Impact of Electronic Advertising on the Cereal Importers' Decision to Buy

The purpose of this study was to investigate the effect of electronic advertising on the cereal importers' decision to buy. The present research is a causal descriptive-survey study and an applied study regarding the purpose. The statistical population of the present study is comprised of cereals importers in the first six months of the year 2016, which consist of 202 companies. Sample size was obtained through Cochran formula as 132, and then the questionnaire is distributed through random and classical sampling. The data was collected using two questionnaires: the pre-designed questionnaires was for evaluating electronic advertisement including 4 components and 20 questions, and a researcher-made questionnaire based on Philip Cutler's purchase decision theory to assess purchasing decision and consisted of 4 components, with 47 items. Both of the questionnaires were based on the five-degree Likert spectrum and their reliability was measured using the Cronbach's Alpha coefficient. The data collected through the questionnaire was entered into the spss19 software system. For the inferential statistics of variables to statistically analyze the data, different statistical tests including Kolmogorov-Smirnov test and Pearson correlation test and linear regression were used. The results of the research indicated that electronic advertising has a positive and significant effect on the decision making of cereal importers' purchase. Also, the dimensions of electronic advertising including banner, e-mail, web site, and search engines have a positive and significant effect on shoppers' e-shopping decision. Keywords: electronic advertising, banner, e-mail, web site, search engine

Synergy between Internet Technology and Traditional Media: A Perspective on Indian Marketers

There has been limited research in the Indian Internet advertising space and this paper explores the media preferences of Indian marketers highlighting their attitude towards the new medium. Since Internet penetration is rising in India, the research also identifies whether advertisers prefer a synergy between the traditional mediums and Internet Technology for their advertising campaigns. The paper is based on empirical research conducted amongst 69 Indian marketers/ advertisers belonging to New Delhi and Mumbai (India) and 50 Indian advertising/ online agency professionals. Advertisers have been chosen from industry verticals including Banking and Financial Institutions, Automobile, Fast Moving Consumer Durables (FMCG) and Telecom because they include the top advertising spenders in India (KPMG and FICCI, 2010). Views from advertising agency professionals, published in trade magazines, are considered to further substantiate the research findings through industry inputs. Based on some unique strengths of Internet advertising , Indian marketers respond positively towards including Internet in the media mix and believe in drawing synergy between Internet and traditional mediums. However they are still apprehensive about the efficacy of the medium. Indian advertising agency professionals consider it important to include Internet in the media mix, however they do not push the medium aggressively. The study identifies that Indian marketers and advertisers prefer to use Internet Technology and web advertising, in a campaign\'s media mix only when the campaign is also run on traditional mediums. In seclusion, the medium is not the preferred choice for advertising. The paper pinpoints the reasons for the slow acceptability of Internet advertising amongst Indian marketers and suggests learning of advertising agency professionals to leverage maximum benefit out this interactive medium. The paper also offers insight to academicians who wish to explore the changing dimensions in communication managemen

Hacia la globalización del tópico andaluz: Andalucía te quiere

El análisis de la campaña Andalucía te quiere supone una revisión del uso dado a rasgos semánticos recurrentes que identifican a esta comunidad autónoma con valores asumidos socialmente. En la publicidad turística se evidencia el desarrollo de una argumentación apoyada en dichas concepciones culturales comunes y complementadas emotivamente gracias a la aplicación del Marketing Experiencial. Igualmente se pretende resaltar que gracias a la amplia proliferación de redes sociales y a la cada vez más previsible importancia dada a los medios digitales, campañas como ésta buscan difusión de cara al gran escaparate que supone la red Internet.The analysis of Andalucía te quiere campaign is a review of the use given to recurring semantic features that identify this region with socially accepted values. In the touristic advertising an argument is developing supported by these common cultural conceptions and emotionally complemented through the application of experiential marketing. It is also proposed to highlight that thanks to the extensive proliferation of social networks and to the increasingly predictable importance of digital media, campaigns like this seek to broadcast in the great showcase that involves Internet

A Methodology for Evaluating Whether Web Sites Support Their Organizational Critical Activities

Organizational critical activities (OCAs) are activities which must receive constant management attention in order for that organization to be successful in its industry. Some empirical studies have shown that all of these activities may not be well supported by organizations’ websites. This research attempts to develop the evaluation methodology which can be used to assess how well an organization’s website supports the organization’s OCAs if the OCAs are identified. Based on a review of relevant literature, a prototype was proposed, and then evolved and tested through eight case studies in New Zealand universities. In total, more than two thousands web pages were evaluated and 37 semi-structured interviews were conducted. The final methodology includes five operational stages and seven forms. The results of final case were presented in order to show how the methodology can be utilized in the website evaluation. Some implications and future research are also provided

THE CONSUMER’S ATTITUDES TOWARDS WEB ADVERTISING ON TOURISM MALAYSIA WEB ADVERTISEMENT: LITERATURE REVIEW AND HYPOTHESIS

Advertising has grown exponentially over the last 10 years. In general, advertising can be defined as the activity of a profession of producing information for promoting the sale of commercial products or services in so many ways, including the World Wide Web. For instance, advertising via the web has received much attention from people all over the world. Web advertising, in particular, has big implications to the global businesses because of wide accessibility strategies throughtout the world. Therefore, this study is carried out to identify the antecedents that influenced consumer’s attitudes towards Tourism in Malaysia web advertising that is widely available. Based on a review of the existing literature in a range of fields, this study proposes a conceptual model of the positive relationships between customer’s atitude with informativeness, entertainment, credibility, economic value, interactivity and materialism. The proposed conceptual model is developed based on the Elaboration Likehood (ELM). Tourism Malaysia strongly rides on its slogan ‘Malaysia Truly Asia” that signifies the ever-changing and growing needs for the future. Furthermore, Tourism Malaysia web advertising also can affect the consumer’s decision-making process and behavior. The researcher expects this research to make several theoretical, managerial and policy contributions. For instance, the tourism promotional board which wants to change the customer’s attitude needs to take into consideration the influence factors such as informativeness, entertainment, credibility, economic value, interactivity and materialism for the web adverstisement

Web Advertising Value and Students’ Attitude Towards Web Advertising

Internet has changed the type of relationship between advertisers, advertising agencies, the media and consumers. Rapid growth in Web Ad (WA) revenues indicates the viability of WA as an alternative to that of traditional media. This rapid expansion of advertising to web sites requires a better understanding about users' perceptions of Web Ads since attributes of the media can affect consumer attitudes towards advertising. Therefore, it has also become increasingly important for today's advertisers to create favorable attitudes towards their Websites. The aim of this research is to identify attitudes of Internet users towards web advertising. In other words, this study investigates the interrelationships between Web Advertising Value (WAV) and Attitude Towards Web Advertising (AWA). The antecedents of advertising value namely, irritation, informativeness, credibility, entertainment will also be incorporated. Data is collected from 413 students of Marmara University Faculty of Business Administration. Responses are evaluated via structural equation modelling which enables researchers to offer a model that explain consumer behavior in online environments. Keywords: Web advertising, web advertising value, consumer behavior, attitude towards web advertising, structural equation modelling.

Content dimensions of web advertising: A cross-national comparison between United States and Thailand

The purpose of this study was to determine whether and how web advertising differs across countries of diverse cultures (between U.S. and Thailand) in such areas as creative appeal used, the amount and type of information contained, and selected descriptive characteristics that are unique to this relatively new medium