Book ChapterDOI
How Internet Advertising Works
Rex Briggs,Horst Stipp +1 more
- pp 99-128
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TLDR
The authors reviewed the impact of different forms of online advertising and suggested directions for future research, concluding that Internet advertising works best if it is part of a coordinated campaign that includes traditional media, and that the Web should not be regarded as a substitute for advertising on traditional media.Abstract:
This presentation reviews the research on the impact of different forms of online advertising, presents the authors’ analysis of the findings, and suggests directions for future research. The main conclusions are:
(1)
advertising on the Internet can be very effective;
(2)
for most forms of advertising, the Web should not be regarded as a substitute for advertising on traditional media. Rather, indications are that Internet advertising works best if it is part of a coordinated campaign that includes traditional media.read more
Citations
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Journal ArticleDOI
Banner advertisements through a new lens
TL;DR: In this article, the impact of brand familiarity and internet user experience on banner-ad effectiveness was examined and the results from a large empirical study showed that there are major differences between the two factors.
Journal ArticleDOI
Relationship marketing in online business‐to‐business markets: A pilot investigation of small UK manufacturing firms
Ian Chaston,Terry Mangles +1 more
TL;DR: In this paper, the influence of marketing style on the utilisation of the Internet among small UK manufacturing firms was examined and insufficient evidence was found to support the view that relationship-oriented firms, when compared with transactionally orientated competitors, exhibit differing perceptions about the nature of online markets.
Measurement of the Impact of Television Commercials on Internet Search Queries
Dan Zigmond,Horst Stipp +1 more
TL;DR: A new metric is introduced that can show how TV commercials or sponsorships can trigger Internet searches by consumers, and is a valuable addition to the researcher's toolkit for assessing advertising effects and regions of interest as it measures an actual behavioral advertising response.
Journal ArticleDOI
Informing and transforming on the web: an empirical study of response to banner ads for functional and expressive products
Micael Dahlén,Jonas Bergendahl +1 more
TL;DR: In this paper, the effectiveness of banner ads for functional and expressive products was examined and the results from a large empirical study showed that there are major differences between the performances of banner ad for the two product types.
Journal ArticleDOI
Identifying a role for biomass gasification in rural electrification in developing countries: the economic perspective
TL;DR: In this paper, the potential of biomass gasication for the electrication of rural areas in developing countries is investigated, both technology oriented (the prospects for the technology) and user oriented (is the technology feasible for the situation?).