E Advertising

This study investigated the influence of advertising on sports apparel purchasing decisions of young Malaysians based on gender, usage pattern, and purchasing style. The study involved administering questionnaires to two hundred and forty-eight randomly selected students from the Faculty of Sports Science and Recreation (N=248). The results showed a significant difference based on the gender and quality element (p<0.05) of perception towards advertising. In addition, there was a significant difference in quality element (p<0.05) of perception towards advertising based on usage pattern. This research found that young Malaysians' perception of advertising on sports apparel purchasing style significantly differs for all three domains of design, quality, and brand. This study will help entrepreneurs and marketers identify the dimensions of customers' perception towards advertising to improve the quality in the future. Further research should enlarge the scope of sports app...

Faced with an abundance of advertising messages, Internet users allocate only minimal cognitive resources to advertising. What are the effects of pop-up ads for a new brand viewed at low-level attention, and then measured when the Internet users have forgotten having seen them? In the theoretical context of processing fluency and implicit memory, the experiment (n = 398) studied the effects of repeated brief exposure to different types of content (words/image) in pop-up ads 7 days and 3 months after exposure. The results show the overall positive effects of the pop-ups, the superiority of the image over words for effects on attitude toward the brand and the purchase intentions; but the words produce more semantic effects than the image.

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Advertisers are expected to shift and spend millions in internet advertising in the coming years than TV, print ads and other traditional advertising media. With the rapid growth in technology, the internet is becoming an important one stop point for consumers in finding most of their needs. Be it communication, entertainment, shopping, information search, internet serves as a panacea for all their requirements. Many consumers are online every day for their personal work, but do they notice the ads, banners displayed on that webpage, and most important their recall value. The current study investigated the effectiveness of internet advertising on consumer behavior by conducting a case study of University of Nairobi Students. The study sought to determine the effectiveness of internet advertising on reach and creation of awareness; to establish the reliability of internet advertising through recall; and to determine the relationship between internet advertising and purchase decision....

The revolutionary world of the World Wide Web has created an open space for a multitude of fields to develop and propagate. One of these major fields is advertisement. Online advertisement has become one of the main activities conducted on the web, heavily supported by the industry. Importantly, it is one of the main contributors to any businesses' income. However, consumers usually ignore the great majority of adverts online. This research paper studies the field of online advertisement, by conducting an exploratory study to understand end users' needs for targeted online advertisement using adaptive hypermedia techniques. Additionally, we explore social networks, one of the booming phenomena of the web, to enhance the appropriateness of the advertising to the users. The main current outcome of this research is that end users are interested in personalised advertisement that tackles their needs and that they believe that the use of social networks and social actions help in the contextualisation of advertisement.

Information and communications of new technologies, has created the intelligence community and emergence this community has put a particular conditions facing the audience. One of proposed fields, is commercial advertising. Commercial advertising Brokers are trying beside use of the symbols, colors combination, with emphasis on principles and practices of internet advertising to use of the latest communication and media technologies for products introduce, to attract the audience tends than a product or service. They are trying to communicate with a wider audience that, familiar with their favorite via different ways and currently are trying to advertise products with this operating. Important factor in successful marketing and advertising strategies, is an understanding of consumer behavior. Consumer behavior involves people and what they purchase, why and how to their purchase and marketing and market. The emergence of the Internet as a new media in communication and advertising realm, has prompted researchers to carry out research in this field that two commonly used strategies include awareness and entertainment strategies and each of them will be selected depending on product complexity and customer behavior. That's why is important identify customers and consumers behaviors on the Internet advertising.

Television advertising plays an important role on changing the consumer behavior and also provides new patterns for purchasing or using any type of goods and services. It is the most convenient way to reach the female consumers because they are more deployed by advertisement promises that the product will give them something special for satisfaction. The paper aims to assess the impact of television advertisement on purchasing decision of women for acquiring goods and services. This study is based on a survey of 460 randomly selected women from three places i.e. Dhanmondi R.A., Jhigatola, and Circular Road of Dhanmondi area in Dhaka City. The results reveal that advertisements play a vigorous role in familiarizing a new product in the family list and taking right decision during shopping. 74.3% of the respondents after watching TV advertisement want to buy the new brand introduced in the market and 66.3% are of the opinion that T.V. advertisements help them to make better choice dur...

The size and range of online advertisement is increasing dramatically. Businesses are spending more on online advertisement than before. Understanding the factors that influence online advertisement effectiveness is crucial. While much research has addressed this issue, few studies have considered the case of developing countries. This study seeks to explore the factors that contribute to the effectiveness of online advertisements and affect consumer purchasing intention from the perspective of developing countries. Based on a five dimensions theoretical model, this study empirically analyzes the effect of online advertisement on purchasing intention using data collected from 339 Jordanian university students. Results show that Income, Internet skills, Internet usage per day, advertisement content and advertisement location are significant factors that affect the effectiveness of online advertisement. However, two notable findings emerged: first was the key significant role of websi...

The size and range of online advertisement is increasing dramatically. Businesses are spending more on online advertisement than before. Understanding the factors that influence online advertisement effectiveness is crucial. While much research has addressed this issue, few studies have considered the case of developing countries. This study seeks to explore the factors that contribute to the effectiveness of online advertisements and affect consumer purchasing intention from the perspective of developing countries. Based on a five dimensions theoretical model, this study empirically analyzes the effect of online advertisement on purchasing intention using data collected from 339 Jordanian university students. Results show that Income, Internet skills, Internet usage per day, advertisement content and advertisement location are significant factors that affect the effectiveness of online advertisement. However, two notable findings emerged: first was the key significant role of websi...

This study aims to identify attitudinal difference due to gender and race, (namely Malays, Chinese, and Indians) concerning Internet advertising in Malaysia. The advertisers can gain benefit from Internet advertising only when they can identify these differences. Results showed that Malaysian consumers have positive perceptions toward Internet advertising. To test the hypothesis independent sample't' test and ANOVA were carried out. Results of 't' test showing significant attitudinal differences between males and females is consistent with the previous results that males showed a more positive attitude toward Internet advertising compared to females. In addition, the results of ANOVA showed significant attitudinal differences only between two races, namely Malay and Chinese, while the overall attitudes of all three races were positive toward Internet advertisement. The results of this study can help advertisers to introduce new, innovative advertising over the Internet. In conclusion, these findings increase what is currently known about web and gender theory.

The art of personalised e-advertising relies on attracting the user‟s attention to the recommended product, as it relates to their taste, interest and data. Whilst in practice, companies attempt various forms of personalisation; research of personalised e-advertising is rare, and seldom routed on solid theory. Adaptive hypermedia (AH) techniques have contributed to the development of personalised tools for adaptive content delivery, mostly in the educational domain. This study explores the use of these theories and techniques in a specific field – adaptive e-advertisements. This is accomplished firstly by structuring a theoretical framework that roots adaptive hypermedia into the domain of e-advertising and then uses this theoretical framework as the base for implementing and evaluating an adaptive e-advertisement system called “MyAds”. The novelty of this approach relies on a systematic design and evaluation based on adaptive hypermedia taxonomy. In particular, this thesis uses a u...

What are the effects of pop-up ads for a new brand viewed at low-level attention, and then measured when the Internet users have forgotten having seen them? In the theoretical context of processing fluency and implicit memory, the experiment (n = 398) studied the effects of repeated brief exposure to different types of content (words/image) in pop-up ads 7 days and 3 months after exposure. The results show the overall positive effects of the pop-ups, the superiority of the image over words for effects on attitude toward the brand and the purchase intentions; but the words produce more semantic effects than the image.

The Internet has opened up new opportunities for companies to market and sell their products online. In the early days of internet marketing and still some of the more widely used methods are Pop-ups and Banners. Earlier research and academic studies have proven these methods of being perceived as irritating and more or less ignored. With this in mind, marketers have been searching to find new and alternative ways of marketing, in addition to the traditional methods. Eventually, when the trend of blogs and communities began growing, so did the companies interests towards them. Because of the new possible forms of marketing online, and due to the companies increasing effort of receiving better value regarding their advertisement budget, the purpose of this thesis is to examine if marketing on sites such as blogs and communities are more positively perceived upon among internet users. In some cases, this has been examined in relation to the more traditional means of online marketing. ...

Advertisers are expected to shift and spend millions in internet advertising in the coming years than TV, print ads and other traditional advertising media. With the rapid growth in technology, the internet is becoming an important one stop point for consumers in finding most of their needs. Be it communication, entertainment, shopping, information search, internet serves as a panacea for all their requirements. Many consumers are online every day for their personal work, but do they notice the ads, banners displayed on that webpage, and most important their recall value. The current study investigated the effectiveness of internet advertising on consumer behavior by conducting a case study of University of Nairobi Students. The study sought to determine the effectiveness of internet advertising on reach and creation of awareness; to establish the reliability of internet advertising through recall; and to determine the relationship between internet advertising and purchase decision....

The critical role of advertising is to generate awareness about organization offerings regardless of the industry in which it is operating. Advertising and its effectiveness on mutual funds products in terms of awareness is studied in this paper. Arif Habib Investment limited was taken as case to investigate the impact of advertising on its funds awareness. Employees were interviewed for this purpose. Due to the investigative nature of the research qualitative research technique is used by the researchers. The studied showed that advertisement has positive impact on the attentiveness of products offered by mutual funds among patrons. The significance of advertising in generating brand awareness in financial sector is revealed during the course of the study.

The critical role of advertising is to generate awareness about organization offerings regardless of the industry in which it is operating. Advertising and its effectiveness on mutual funds products in terms of awareness is studied in this paper. Arif Habib Investment limited was taken as case to investigate the impact of advertising on its funds awareness. Employees were interviewed for this purpose. Due to the investigative nature of the research qualitative research technique is used by the researchers. The studied showed that advertisement has positive impact on the attentiveness of products offered by mutual funds among patrons. The significance of advertising in generating brand awareness in financial sector is revealed during the course of the study.

Advertisements have been used for many years to influence the buying behaviors of the consumers, advertisements are helpful in creating the awareness and perception among the customers of cosmetic products. Advertisements play a major role in changing the behavior and attitude of consumers towards the products shown in the advertisements these advertisements not only change the way of product is consumed by user but alter the attitude with which they look at the product. All over the world, advertisements have been used since ages for a wide variety of brands. For over the last two decades, a sharp increase in advertisements per brand can be witnessed. Advertisements have great influence in purchasing decision of customers for particular brands. It is a ubiquitously accepted fact that advertisements can bestow special attributes upon a product or service that it may have lacked otherwise. The present study focuses on identifying the influence of advertisements on the consumer behavior.

The study measures attitude of consumers towards Web sites and Internet advertising to comprehend aspects of brand building advertising. The research work is based on a study previously carried out in United States by Ronald E. Goldsmith and Barbara A. Lafferty.

The study was conducted among students of Commonwealth Executive Master of Business Administration/Master of Public Administration (CEMBA/CEMPA) at Allama Iqbal Open University, Islamabad and its regional centers in Rawalpindi and Lahore (Pakistan); sample size 170.

Responses of students tell that advertisements influence more when broadcast on TV than Internet. Among different mediums, they spend most of their time on Internet and TV; use Internet for research purposes. Most of them do not prefer Online shopping to visiting the market and have communicated with other users of a product/service on cyber space. Design of a company’s web site has a relationship with Online purchase - student’s view of the brand improved after visiting websites of the brands and most care to read banners advertising a brand. Advertisements of brands influence people to a level that cannot be ignored. Response of consumers towards Web sites influences their subsequent brand attitudes and their attitude towards Internet advertising itself.

Highlights  The word of mouth or word of mouse function is investigated in Pakistan.  The consumer behavior is used for empirical analysis.  Social media as an important and more efficient source of information as compared to conventional media to influence consumer shopping behavior. Abstract Purpose: The recent development in telecommunication and information technology has transformed world into a global village. There has been a drastic and dramatic change in communication in the business world. The social media is replacing the conventional and traditional ways of doing business. Social media has emerged as an influential communication tool for business organizations. The current study examines the role of social and conventional media on consumer behavior in Pakistan. Methodology: The study use qualitative research approach to examine consumer behavior towards shopping in large supermarkets in Lahore. Interviews were conducted with respondents from various walks of life to analyze their perceptions towards social media versus conventional media to seek information for shopping in the superstores in Lahore. The information collected through interviews is analyzed qualitatively to extract useful findings in this study. Findings: The study found social media as an important and more efficient source of information as compared to conventional media to influence consumer shopping behavior. Recommendations: The study recommends use of social media to shape favorable consumer behavior in the context of Pakistan.

The revolutionary world of the World Wide Web has created an open space for a multitude of fields to develop and propagate. One of these major fields is advertisement. Online advertisement has become one of the main activities conducted on the web, heavily supported by the industry. Importantly, it is one of the main contributors to any businesses' income. However, consumers usually ignore the great majority of adverts online. This research paper studies the field of online advertisement, by conducting an exploratory study to understand end users' needs for targeted online advertisement using adaptive hypermedia techniques. Additionally, we explore social networks, one of the booming phenomena of the web, to enhance the appropriateness of the advertising to the users. The main current outcome of this research is that end users are interested in personalised advertisement that tackles their needs and that they believe that the use of social networks and social actions help in the contextualisation of advertisement.