Literature Review

Advertisements:

Longman (2000) says “advertising is an act of telling people publicly about a product product or service in order to persuade persuade them to buy it. Alonge (2001) feels that advertising can be defined as any paid form of non personal communication which is directed to the consumers or target audiences through various media in order to prevent and promote  product, services services and idea. Gillian (1982) views it as “means of drawing someone’s attention to something or notifying or informing somebody of something”. Tuflinger (1996) says “advertising “advertising is the non-personal non-personal communication of information usually paid for and usually persuasive in nature, about  product, services or ideas by an identified sponsor sponsor through the various media. So much for academic double talk. Let’s take this statement apart and see what it means. Young (2005) stated that in an effort to improve managing and gain audience attention, advertisers create branding moment that will resonate with target markets, and motivate audiences to purchase the advertised product or service, advertisers copy test their advertisement  before releasing releasing them to the public  Newhagen

and

Rafaeli

(1996)

define

interactivity interactivity

as

“a

communication that reflects back on itself, feeds on, and responds to the past”. Therefore, in the authors‟ research, interactivity is defined as the communication between consumers and advertisers, for example, advertiser affect consumer‟s habit and and behaviors, while consumer also affect advertiser‟s management.

Combard and Snyder-Duch (2001) also observed that “the internet and other interactive technologies made it possible to create ads that are more targeted, but more personal, in which advertising is an experience in which the consumers participates and is engaged.” Rodgers and Thorson (2000) also remarked that “what we already know about tradition advertising is relevant to internet advertising… the additional complexities of interactivity and greater proximity to reality available via the web, additional specifications of function and structure are necessary.” Li, Daughterty and Biocca (2002) were of the view that “rich media advertising is different from conventional  banner ads, in that it generally incorporates high impact sound with video and is often more interactive.” Ducoffee,( 1996) writes that web advertisement consists of impersonal commercial content paid by sponsors, designed for audiences, delivered by video, print and audio. According to Ducoffee, this comes in inform of corporate logos, banners, pop-up message, email messages and text -based hyperlink to official websites.

Effectiveness Online ads:

Doole and Lowe, 2008 defines “the online advertisemnets also one of the marketing communication tools. Lavidge & Steiner, 1961 “When it comes to the effects of advertising, they are considered to be an investment in a long term process” .According to Robinson et al. (2007), online advertising has grown significantly since its beginning

in 1994. From the article of E-Marketer. Stewart & Pavlou, 2002; “However, with the advent of the Internet, a new type of interactive medium appears. Still applying traditional approach to measure the effectiveness of interactive medium--- online advertising may be incomplete. Tyagi and Kumar (2004) state, there are several major steps in developing effective on line ads, which includes: “(1) identify the target audience; (2) determine the communication objectives; (3) design the message; (4) select communication channels; (5) develop the total promotion budget; (6) decide on the promotion mix; (7) measure the promotion’s results; and (8) manage and coordinate the total marketing communication process” (Tyagi &Kumar, 2004, p.74) Randall Rothenberg, President and CEO, IAB(2012); says “Digital has steadily increased its ability to captivate consumers and then capture the marketing dollars that follow.

Mobile advertising’s

 breakneck growth is evidence that marketers are recognizing the tremendous power of smaller screens. Digital video is also on a  positive trajectory, delivering avid viewership and strong brand building opportunities.” Bezjizn-Avery et al. (1998) explaines the

about the effectine

communication promotional tools like online ads can be measure in two ways that can be the effectiveness of the interactive media. One of them is the influence of the media which indicates that whether consumers are positive in affect, preferences, and purchase intensions (Bezjizn-Avery etal, 1998

Patsioura et al. (2009) defines in his article that states “how to design effective online ads to fully utilize the advantages of the online medium

(ibid).

Meanwhile,

have

formulated

an

advertising

effectiveness model for corporate advertising web sites.” Online advertising can be one-to-many or many-to-many model. Compare with traditional advertising( Janoschka & Anja, 2004). online advertising has the ability to target specific audience, along with the least waste coverage (Belch & Belch, 1998) Thierry

Limousin

advertisements as

Digital

Director,

Samsung

says

about

“Advertisers are aware of the large number of

resources available to them for measuring the effectiveness of online advertising. It is up to each one of them to select the most useful indicators for their interactive strategy and develop an online culture within their environment.” Matthieu Couturier Media Director, Leclerc , explaines in his leture he said “Increases in online budgets must be based on appropriate  performance measures, in order to justify and optimise digital investments.” Julien Guiraud

Digital Marketing, Manager, of Coca-Cola defines

that “We have a wide range of online resources available (search, display, social networks, brand websites, media partnerships, etc.) which we use in different ways depending on the objectives of our  brand campaigns. For each one, we use specific measurement indicators and assess the final contribution made by online resources to the effectiveness of our brand strategy.”. “For several years now we

have considered the Web to be a key medium for developing our  brands. Our online investments increase annually by almost 15%. One of our main focuses is establishing strong long- term relationships with partner websites such as MSN for the Coca-Cola zero Gaming Zone, Skyrock for the Kohop mutual aid site, and Yahoo! for CocaCola light. It is therefore crucial that we measure internet users’ exposure to these campaigns and the impact this has on the image they have of our brands.” Julien Guiraud Digital Marketing Director, Coca-Cola Mathieu Morgensztern General Manager, Isobar (2012) said about the effectiveness of online ads; “Measuring exposure time is a good way of improving the effectiveness of online campaigns. It provides a more realistic image of a campaign’s effectiveness than simply measuring the display time. More and more advertisers are using this indicator and it will continue to be improved over the coming years.” Mathieu Morgensztern General Manager, Isobar Alain Levy

Chief Executive Officer, Weborama (2009) impact of

online ads on their online campaigns “Measuring advertising visibility meets the expectations of advertisers who seek to understand the impact their internet campaigns have on branding. This concept needs to be standardised, but it will be as fundamental for measuring online advertising

performance

as

impressions

and

clicks.

Philippe

Boutron Media Director, Citroën one of the award winner of “Asia  pacific marketing tycoon”(2012)

says effectiveness of on line

advertisements “Advertising (including online advertising) clearly has

a direct and visible impact on sales. This is due to the highly complementary nature of online advertising and traditional media. Frédéric Guichard Marketing Director, Still Water division, Danone ( 2011) defines as internet is not only medium to promote products ; “The internet is not only a medium with a local, social or influential reach, it is also, like TV, a form of mass media. For Evian’s international “Skating babies” advertising campaign, the Web  provided

significant

additional

coverage,

with

even

greater

 penetration in the upper socioeconomic category. At present, our video campaign has been viewed over 100 million times.”  Novak and Hoffman (1996) empirical evidence suggests that consumers respond to much of the advertising on the Internet in the same ways as they respond to advertising in traditional media, at least with respect to traditional measures of advertising effectiveness. Internet and other interactive media like television have been more  powerful, responsive, and customizable than traditional media (Port, 1999). Drèze and Hussherr (1999) found response to the advertising on the internet to be similar to response to advertising in other media, except that advertising on the internet appeared to be easier to ignore. By Caroline Cartellieri et.al. The Internet has as big impact on advertising as radio and television, it is just another emerging niche medium with some peculiar creative capabilities and constraints Similarly, Lynch and Ariely (2000) found that consumers are less  price sensitive when providers on the internet offer different rather than identical products, a finding that directly parallels findings in more traditional retail settings. Dreze (1998) considered internet

advertising as a viable alternative to traditional media, reach and frequency are used as the standard measures for online ad effectiveness.  Novak and Hoffman (1996) empirical evidence suggests that consumers respond to much of the advertising on the Internet in the same ways as they respond to advertising in traditional media, at least with respect to traditional measures of advertising effectiveness. Drèze and Hussherr (1999) found response to the advertising on the internet to be similar to response to advertising in other media Lynch and Ariely (2000) found that consumers are less price sensitive when  providers on the internet offer different rather than identical products. Dreze (1998) considered internet advertising as a viable alternative to traditional media, reach and frequency are used as the standard measures for online ad effectiveness. Bush and Harris (1998) continue to show that the number one barrier to online advertising continues to be no proof of ROI or other measure of effectiveness. Palanisamy and Wong (2003) found a positive relationship between online consumer expectations and web- based  banner ad effectiveness. Briggs and Stipp (2000), share learning accumulated on the effectiveness of different types of ad formats. Anandam P. Kavoori and Kalyani Chadha (2001) study the future of the internet in the developing world by examining the discourse of advertising. Based on a visual record of New Delhi and textual analysis of advertisements in a mass circulated Indian newspaper and magazine. Smith et al., 2002 defines that most of the time consumers

 buying behavior is influenced by liking or disliking of consumer towards the advertisement of the product, advertised.

Target(s):

Tyagi &Kumar, 2004;according to tyagi and kumar In online advertising context, the target audiences act as receivers who process the message they receive with the foundation of personal experience and personal characteristics (Tyagi &Kumar, 2004). The significant  personal

characteristics

comprise

comprehension,

level

of

involvement and psychological noise . belch says online advertising has the ability to target specific audience, along with the least waste coverage (Belch & Belch, 1998). According to Tyagi and Kumar (2004), comprehension refers to the quantity of consumer‟s motivation and the message. The consumer‟s level of involvement is pivotal in the attention which is paid to the online advertisement (Tyagi &Kumar, 2004). Creative strategy of online ads: Lee and Johnson, (2005) defines a creative strategy focuses on what the advertising message interprets or communicates and guides all of the messages used in the advertising campaign in the developing  process . it is most useful when difference cannot be readily matched  by competitors (Frazer, 1983). the advertiser makes a superiority claim based on a unique product attribute which stands for a meaningful, distinctive consumer benefit (Frazer, 1983; Lee and

Johnson, 2005). However, creative person or team should obtain knowledge from everyone who is related to the product, including engineers, salespeople and consumers (Belch & Belch, 1998). According to Griffin (1993) Frazer, 1983: defines,There are several alternative creative strategies which are suitable in different conditions. Take the unique selling proposition approach (USP) for example; it is most useful when difference cannot be readily matched by competitors. Under this circumstance, competitive implications are achieved. An advertiser can obtain strong persuasive advantage and may force competitors to choose more aggressive strategy (e.g. positioning), meanwhile, the advertiser makes a superiority claim based on a unique product attribute which stands for a meaningful, distinctive consumer benefit (Frazer, 1983; Lee and Johnson, 2005). Consumer attitude:

Allport (1935) and Hughes (1971) defines attitudes are learned  predispositions to respond an object in a consistently favorable or unfavorable way. The theory of attitude highlights attitude in three areas for instance cognitive (realms of thought) -affective (emotions and motives), conative (feeling and acting) perspective (Foxall and Goldsmith, 1994; Assael, 1995). As cognitive responses are based on consumers’ prior beliefs, thoughts that help the consumers’ to evaluate the acceptability of the message of the advertisement (Liu, 2002). Based on the above discussion we can argue that attitudes are indeed learned and built up through experience which are influenced

 by family, peer group, personality traits, previous experience (Bennett and Kassarjian, 1972; Fishbein, 1975; Lutz, 1991; Assael, 1995; Wells et al., 1998, Hortsmann & Mac Donald, 2002). Therefore understanding consumer’s attitudes are one of the dominant factors for the companies like fast food restaurants in Bangladesh in  pr ediction of the young consumers’ behavior in the selection of the restaurant (Kempf et al., 1997; Shavitt et al., 1998; Yeshin, 1998; Brierley, 2002). Lutz’s (1985) identifies into the personal experience of advertising or institutional beliefs. Wolin and Korgaonkar, 2003; Ducoffe, 1996; Schlosser et al., 1999; Haque et al, 2006). Azar et. al., (2012) showed that the web advertisements are positively and significantly correlated with the attitudes toward internet advertisement.

Wolin and Korgaonkar

(2003) mentioned in their research that the significant number of consumers of web users is growing and it will continue growing. Previous research also identifies that genders make use of the web differently in terms of users' attitude of the advertising, usage patterns,  privacy concern (Sheehan, 1999; Schlosser et al., 1999; Weiser, 2000; Sheehan, 1999). The nature of web advertising lies in its ability to control information (Bezjian-Avery et al., 1998). On the other hand in research under western consumers’  William et al, (2004) stated that women have a more positive attitude than men towards online shopping. Internet advertising as advertising on this medium by the firms can be effective for the firms because of its interactive nature (Hein, 1997; Rich, 1997). The majority of the research findings indicates that the young consumer attitude of these types of

advertisement under the developing country’s perspective are yet to  be done (Colkin, 2001; Green and Elgin, 2001; Kennerdale, 2001; Mostafa, 2001). Allen. Et al., (1992) argue that it is actually the emotional reaction which is developed after the advertising, for the product advertised, that influences the consumer behavior. In the words of Gorn, 1982, the consumer behavior towards a product is totally depending on advertising, without any assessment of the quality of the product.