Individual media: Internet

 

This paper describes research into advertising effectiveness on the mobile web. It aims to discover the impact mobile ads have across metrics including brand and ad awareness, message association, bra ...

Sarah Morning, a planner at OgilvyAction, explores the ways people are using the internet. She argues that it is no longer an 'information superhighway' (if it ever was), but a world of unmapped and e ...

Manuel Zebeida, founder and managing director of Press Index Inc., recognises that the fragmented, unregulated, constantly changing world of Web 2.0 poses immense challenges for press-clipping and med ...

Paul Longhurst, from Unique Digital, asks why brand advertising budgets for online activity are so pathetically small given the growth and reach of the medium. He argues that planners, through lazines ...

This paper applies traditional models of attitude formation, based on the elaboration likelihood model, to the internet. Specifically, the dual mediation hypothesis and the affect transfer hypothesis ...

The study attempts to provide an insight into a range of research methods commonly used for campaign performance measurement. The paper underlines the problems inherent to the control – exposed method ...

Arie den Boon, CEO of Daphne Communication Management BV, and Colin McDonald, describe the benefits of Daphne (the Dynamic Advertising Performance model), a proprietary modelling process and software ...

Howard Moskowitz, president and founder of Moskowitz Jacobs Inc, looks at the current use of the internet for gathering market research data both in the USA and Europe. He goes on to consider potenti ...

Marketing mix measurement based on sales has not yet been successful at measuring Online advertising. The methodology developed by Marketing Evolution is best understood based on a review of the limit ...

Fergus Hampton, CEO of Millward Brown Precis, argues that the speed and importance of the internet as an unregulated information source requires companies and brands to continuously monitor what is be ...

Richard Cross, president of Cross World Network, explains keyword marketing. He shows how keywords and phrases that customers type into search-engines, such as Google, can be accessed and used to imp ...

Arie den Boon and Suzanne Bruin argue that proper management of communications requires continuous and immediate feedback of media and creative performance; and, in Holland, this is now possible using ...

This article describes the development of a measure to assess four primary motives for using the internet - researching, communicating, surfing, and shopping. The 12-item Web Motivation Inventory (WMI ...

This study seeks to explore relationships between online-user motivations and the types of activities and applications in which users participate during individual online sessions. Thirty-one internet ...

In this paper, we attempt to empirically determine the factors that drive traffic and brand equity in the internet space. Even in 2002 with the internet bubble burst, many companies are still turning ...

This article traces the history of the web from 1995 to the present time and makes predictions about its future. It describes the early boom years and concludes that the subsequent crash was really a ...

Two follow-up studies of scales that measure attitudes toward websites show that the scales remain reliable and robust across substantial changes in websites, respondents, and methods of administratio ...

The internet has the potential to reshape consumer buying patterns. Using a survey of 307 internet users, we explore four domains: consumer attitudes, internet experiences, demographics, and personali ...

Over the last few years a new industry and 'buzzword' have emerged. CRM or Customer Relationship Management has an annual growth rate of over 30%. and according to IDC will reach up to $12.1 billion b ...

The transformation of the research industry is a direct result of the astounding technological advances impacting all facets of business and society today. At the root of this myriad of change is the ...

Both online advertisers and publishers have demonstrated a growing interest in using various types of new advertising formats, sizes and implementation methods. The new focus is largely driven by the ...

Webcasting - the delivery of audio and video content over the Internet - is expected to emerge as the next major medium to join the mainstream of broadcasting alternatives for delivering advertisement ...

Online businesses face many challenges, such as building a client base while cutting costs, the need for constant return on investment analysis, the requirement to make decisions on the fly, the const ...

The online bulletin board is a relatively new qualitative research technique that can provide rich information about changes in consumers' lifestyles. Week-long boards were used with a wide range of c ...

Auditing of page impressions, unique users and time spent on a site is the minimum of data that media owners should provide. Auditing ensures objective comparisons of internet fixed and wireless metr ...

Adam Dean asks 'why isn't internet advertising working ?' and why brand owners are increasingly sceptical of the value of online advertising. Banner advertising, once the darling of the new media set ...

Banner advertising on the internet has focused on response-orientated campaigns. To some extent, the internet might be able to fulfil other kinds of objectives related to generating awareness and bui ...

This article examines the present state of on-line communication. There is a fundamental argument that can undermine advertisers', agencies' and site owners' relationships. This is about whether onli ...

We replicate, using adult web users, a study comparing advertising effectiveness and content evaluation in print and on the web (Gallagher, Foster, and Parsons, 2000). As in the original study involvi ...

Some have argued that traditional principles of mass media advertising do not apply on the web. We present an empirical study that contradicts this assertion. Our findings suggest that advertisers nee ...