Дипломная работа: The online advertising and its use in the World Wide Web
A dynamically-rotated banner is usually a more effective way of advertising, but it requires a program to work, most commonly a .cgi script. With dynamic-rotation, you are able to advertise a different banner to each viewer, therefore you are able to have multiple advertisers, or, mulitiple banners for one advertiser, or any combination. With a static banner, you can only have a single banner, and only a single advertiser for that page. [24, p.36-38]
3.1.3 Uses for Web Banner Advertising
This probably the mostly likely thing that you will use banner advertising for.
· To sell more of your product(s) or service(s).
· To be able to notify buyers of your new product or service, or offer them a special deal/discount.
· To Spread your ideas about a certain topic.
· To get people to remember your company's name! (Incase they wish to have your products or services in the future!)Advertising on the Web with banners means more sales and/or more influence!
Advantages of advertising independently.
Freedom: If you get to choose your own rates, standards, etc you will have better control over the layout of your site. If you are independent you make your own rules.
More Reliable: You ads don't go down unless your site goes down. You won't have to wind up finding a new advertising broker if you current one declares bankruptcy.
More Profitable/Less Expensive: By running your own ads, you will be able to ask more from the person wanting to advertise, yet your asking price will be able to be lower than what your broker/rotator would charge. So you earn more, and the people who wish to advertise will pay less. Everyone is happier.
Disadvantages of independent Advertising.
More Work for you: Getting your own advertisers and maybe customizing the rotator and/or rewriting one can be a real challenge. If you want to be independent, expect to spend much more time working, and maybe even being a little more stressful. (If you saw how much larger your paychecks would be you wouldn't mind that much...)
More Costly to Run: Having a server that is able to handle your rotation scripts may be more expensive then what you currently pay. It is most unlikely to find an free provider that will allow you to run these simple (yet complex) scripts. [28, p.39-41]
3.2 Copy Testing Banner Advertisements
Copy testing is widely used in the advertising industry to assess the effectiveness of a particular advertisement or campaign. Traditional copy testing research methods generally involve exposing consumers to an advertisement and then soliciting responses afterward. Early copy testing methods predominantly used recall as the most important measure of advertising effectiveness. However, multiple measures have been used in more recent years, including recall, recognition, personality, brand image, purchase intent, persuasion, liking, main point communication/playback, and awareness. These measures are based upon models of consumer behavior (such as the AIDA - attention, interest, desire, action - framework) that suggest consumers may pass through cognitive, affective, and behavioral stages in response to a stimulus.
To determine banner ad effectiveness, four copy-testing measures will be employed in this research: 1) attention, 2) novelty, 3) liking, and 4) persuasion. It has been argued that the constructs of attention and novelty are important factors in creating effective advertisements. Researchers have also claimed that measures of likability and persuasion represent a successful combination of copy testing measures that can be used for predicting the likely success of an advertisement.
3.2.1 Novelty
One of the more common means of attracting and holding a consumer's attention is by creating a novel structural execution for the advertisement. In other words, the creative copy should use distinctive, unusual, or unpredictable devices. In this way, it is possible to draw consumers' attention not only to the advertisement, but also to key visual and verbal information. The relative absence of banner ads on the Web that use pull-down menus implies a degree of novelty in itself. Consumers may attend to and click on these ads because of their unusual structure, newness, or novelty value. It is therefore hypothesized that. Banner advertisements that contain pull-down menus will result in significantly higher novelty responses than banner ads containing no pull-down menus.
3.2.2 Effect on Click-Through
Given the expectation that banner ads containing pull-down menus will result in higher attention, novelty, liking, and persuasion scores, it is reasonable to expect that they would be more likely to initiate consumer action in the form of clicking on the banner than static banner ads. Hence. Banner advertisements that contain pull-down menus will result in significantly higher click-through rates than banner ads containing no pull-down menus.
3.2.3 Sampling and Data Collection
The sample for this research was comprised of undergraduate and postgraduate students of an east coast Australian university who had completed or were currently enrolled in an Internet Marketing course at the university in 1999. The logic underlying the choice of sample was that this group would be most likely to respond to an e-mailed invitation to participate in the research. Because the stimulus was a banner ad, it was also essential to use participants who had Internet access for the study. Participants were informed in the class that they would be receiving an e-mailed request to participate in the research within the next week. Additionally, it was reasonable to assume that they would be more comfortable with World Wide Web technology and research than non-Web users.
Three hundred and fifty-six e-mail messages were sent to prospective respondents, requesting them to visit a specified Web address and read the information provided there. Following the reading of this information, respondents were asked to complete an online questionnaire. One hundred and ninety-six people responded to the e-mail requests giving a response rate of 55.1%.
3.2.4 Discussion
This study was developed as a means of copy testing banner advertisements in terms of their attention, novelty, likability, and persuasion effects. Evidence has already suggested that banner ads contribute to brand awareness and brand strength. This may be due, in part, to the sheer publicity effect of advertising. However, copy testing different banner ad formats may offer a unique opportunity to determine their advertising effectiveness or lack thereof. The limited presence of banner ads using pull-down menus on the Web may be construed in one of two ways: 1) they are simply less effective than conventional banner ads and this is reflected in their minority use, or 2) they are slow to be recognized as advertisements that are more effective. Overall, the results of this study provide considerable support for the latter, with the outcome suggesting that banner ads with pull-down menus result in significantly higher scores on the copy testing variables utilized.
As expected, banner ads with pull-down menus are viewed as more novel and tend to attract more attention than static banners. This is not surprising given the comparatively unique structural format of ads containing pull-downs menus. Results from Hypothesis 3 suggest that banner ads containing pull-down menus are more liked than those without them are. One explanation for this may be that the increased informational content of the advertisement is preferred by consumers. This is consistent with other research by Greene and Biel and Bridgewater which produced similar conclusions, albeit in different media. Further research is needed to replicate the findings; however, the likability of pull-down banner ads is strongly supported by the data.
Click-through rate is an important factor in online advertising with many firms' billing now based on clicks generated rather than the conventional cost-per-thousand exposures (CPM) model. The data suggest that banner ads that use pull-down menus are more likely to be clicked on than static banner ads; hence, advertisers would be advised to use this format more frequently. It is evident that the click-through rates of both groups of respondents are very high when compared with commercial advertising click-through rates. These fluctuate depending upon Web site and page placement with the norm around 2%. They are rarely higher than 10% and the inflated result of this study may be a consequence of respondents' awareness that this was a research project. They may thus have directed more attention to the advertisement than would otherwise have been the case. However, the difference in click-through between the two groups was still statistically significant, and suggests that the pull-down format is more effective than using conventional, static banner ads.
3.2.5 Practical Implication
The results obtained from this study lend weight to the argument that banner ads with pull-down menus provide a better alternative to conventional, static banner advertising. They offer consumers the means of gaining more product information without having to leave a Web site and are clicked on more than conventional banners, thereby focusing greater attention on these ads. Although they are still relatively simplistic, like much current Web advertising, these types of banner ad may mark the first steps in a new online advertising paradigm that is based on providing detailed, personalized information to the consumer.
As a communication tool, advertisers, agencies, and researchers should consider the benefits of using pull-down menus in more banner ads. Future developments should bear in mind the informational aspect of banner ads and their potential for providing important and more detailed information before taking consumers away from their current Web site. In addition, it is clear that the novelty impact of these types of banner advertisements can strongly influence click-through rate and this benefit is probably being under-exploited in the online advertising industry. The banner ad may be much maligned as a form of creative advertising, but it is likely to be with us for some time yet as bandwidth limitations are still impeding the delivery of high quality moving images and sound similar to television. Advertisers should capitalize on the most effective means of utilizing this communication vehicle, which may well involve the use of pull-down menus as a prominent promotional tool. [10, p.40-48]
4. The use of metaphor in on-line advertising