The Content of Internet Advertisements and its Impact on Awareness and Selling Performance
Abstract:This study investigates the characteristics of manufacturers' Internet advertising behavior, including the reasons of using Internet advertising, the factors that determine the firm's commitment to Internet advertising projects, and types of information provided in an Internet advertising message. The framework proposed by Resnik and Stern (1977) was modified to analyze the content of 472 product advertisements advertised in the Web sites. The possible impact of the content and enhancement device of Internet advertising upon the attractiveness and effectiveness of online advertisements is investigated. The findings show that Internet advertising can facilitate selling activities, though the impact is not as strong as expected.
Document Type: Research Article
Publication date: 2002-08-01