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AbstractA study of the internet as a new marketing communication media and an analysis of the efficiency of internet advertising
Kim, Joo Ho, / Ph.D.
Diamond Ad LTD
The purpose of this study is to understand the attributes of the Internet as a marketing communication media and to analyze the efficiency of Internet advertising. This study analyzes the demographic description of current Internet users, their usage types, attitudes towards Internet advertising. It also highlights media efficiency by types of products advertised and the correlation between the types of users and the types of Internet banner advertising these users respond to. The findings of this study reveal that the content of Internet advertising should, first and foremost, be fun in addition to being physically and logically well designed in order to make people click on these types of ads. High involvement products such as automobiles and luxury watches are more suitable for Internet advertising than low involvement products. People pay more attention to animation and promotion ('give-away') type Internet advertising than traditional print and information type advertising. In general, people who appreciate humorous types of advertising show negative reactions to traditional print and information types of Internet advertising. On the other hand, people who said they generally trust the .contents of corporate homepages show positive reactions to the traditional print and information types of Internet advertising. |
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