Applying the Rossiter-Percy Grid to Online Advertising Planning: The Role of Product/Brand Type in Previsit Intentions

Guohua Wu

This article examines the role of product/brand type on Web site previsit intentions by framing Web site visits according to the theory of planned behavior and applying the Rossiter-Percy grid to online advertising planning.
  

Applying the Rossiter-Percy Grid to Online Advertising Planning: The Role of Product/Brand Type in Previsit Intentions

Guohua WuCalifornia State University, Fullerton

INTRODUCTION

In the age of the Internet, any marketer can set up a Web site to take advantage of its enormous potential for marketing products and services, provide customer support, or communicate with diverse stakeholders (Watson, Zinkhan, and Pitt 2000). One of the greatest benefits of the Internet involves harnessing its interactivity, which enables a user and a marketer to converse without losing mass marketing scale economies (Deighton 1996). For example, cluetrain.compredicts that “markets...

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