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Transcript
On-line Advertising • Over 500 on-line marketing messages a day by 2005 • Challenge for advertiser to connect with online consumers • Banner and sponsored advertisements Banner Advertisements • Controversial • Not producing predicted yields – e.g., Kennerdale (2001) • Significant decrease in banner advertising revenue in 2000 – Bayan (2001) Banners • Reduced click-through rates on banners • Massive number of banner ads • Not creative • Still, ~40% of on-line ads are banners • Mere exposure Sponsored Content • Message embedded in web site and related to site content • Popular with informational sites • Company provide content/material to a site – Usually, a site related to the company’s product Sponsored • Site benefits from “expert endorser” • Company’s expertise, trust, and credibility reinforced (Logan 2000) • Increase brand awareness • Enhance corporate or brand image Speed & Thompson (2000) • Classical conditioning framework • Consumers’ attitudes about sports event – Personal liking of event – Perceived status of event – Nature of the “US” • Perceptions of sponsor-event fit • Measured attitudes toward sponsor – This is the “CR” • Undergrad and postgrad students • Questionnaire on opinions of sporting events and sponsors • Positive response stronger when – Good sponsor-event match-up – Sponsor seen as sincere – Consumer has positive attitudes toward event Becker-Olsen (2003) • • • • • Compared banner and sponsored content Fictitious informational web site Three sponsors Three product categories Examined attitudinal effects and belief measures to advertisers and site • Purchase intentions measured Theory • Sponsored ads – Provide information (learning) – Cognitive processing • Banners – Less effort to process – Not associated with positive affect from increased learning Study • Is sponsored content better than banner at increasing positive affect and purchase intent? • Are sponsored and banner ads processed differently? • Subjects read printout of CollegeLife101.com – Hotlink buttons (banners) down left side for services, centre article written by sponsor • Asked questions Findings • Website receives highest attitude benefit when no advertising at all • Sponsored ad gives favourable attitude to brand • Sponsor and banner ads processed differently • However, subjects disliked being “tricked” into reading sponsored advertisements – Banner ads were recognized as ads; banners could be easily ignored – Hit-fit banners can improve attitude to brand Diao & Sundar (2003) • • • • Subjects shown 4 websites Banners and pop-up windows Animated or non-animated Orienting responses (OR) measured (ECG) – Sign tracking • Recall and recognition memory tests for ads Findings • Pop-up ads elicit OR • Banners, even animated ones, show low OR • Overall, animation not that important in producing OR – Message content more important • Ad recognition lower, but ad recall higher, for pop-ups compared to banners