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AbstractAn empirical study on the effects of richmedia banner advertisement on corporation image and attitude
Park, Ki Nam / full-time lector, Dept.
of Internet Business,
Recently, when Internet research institutes announced that click through rate of Internet advertisement is less than 1%, some researchers and marketing managers insisted that Internet banner advertisement be useless. However Internet banner advertisement has direct and indirect effects. Direct effect is to sell products and services and to get profit, and indirect one is to improve the image and attitude of each cor- poration and product. We emphasized on the analysis of effect and wanted to know whether the effect of richmedia banner advertisement justified the advertisement cost through hierarchy of effects model in marketing theory. The result of this research showed that richmedia banner advertisement influenced advertisement value on corporation and ads value on corporation influenced sophisticate/innovative image, customer-oriented im- age, social contribution image and development image. Each image influenced the customer attitude on the corporation and attitude on the corporation. Richmedia banner advertisement is one of the good media to promote their corporation and products.
Key Words : Richmedia banner advertisement, Direct and Indirect effect, Corporation Image and Attitude |
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