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Benefits of internet advertising as a marketing communication approach : a research portfolioIssariyapat, Jinjuta January 2006 (has links)
This paper concentrates on the Worldwide Web (WWW) as a medium and also looks into Internet advertising which has various forms of delivering messages on the Web. From an examination of a review of the literature on the Web medium, three topics are discussed. The original and beneficial work presented by Hoffman and Novak (1996) that drew a model WWW communication compared with traditional communication. Next, Sepstrup's criteria (1991 cited in Thomsen, 1996) are used to contrast and compare traditional media and the Web medium. The differences are manifestly pointed out in terms of reach, selectivity, feedback, information capacity and costs. Measuring the effectiveness of media is one important topic of the Web medium that researchers take into consideration nowadays. Measures of the Web medium are clarified in two different approaches which are adopted from traditional media: communication effectiveness and sales effectiveness. / In relation to Internet advertising, there are two more topics to be reviewed. First, various forms of Internet advertising are classified from the most popular to the least. The distinctive characteristic of each form is also revealed. Second, the benefits of Internet advertising to marketing communication are posited. The paper looks into the contribution of Internet advertising to marketing objectives that are communication-oriented and action-based. Upon examining the communication-oriented objective, four key benefits: awareness, attitude, trust and loyalty are revealed. Click-through and sales volume are key benefits of the action-based objective. / Thesis (DBA(DoctorateofBusinessAdministration))--University of South Australia, 2006
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A hedonic perspective in studying the visual effects of Web page design for effective Web marketing /Tse, Sandy Y. M. Unknown Date (has links)
Thesis (PhDBusinessandManagement)--University of South Australia, 2003.
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Benefits of internet advertising as a marketing communication approach : a research portfolioIssariyapat, Jinjuta January 2006 (has links)
This paper concentrates on the Worldwide Web (WWW) as a medium and also looks into Internet advertising which has various forms of delivering messages on the Web. From an examination of a review of the literature on the Web medium, three topics are discussed. The original and beneficial work presented by Hoffman and Novak (1996) that drew a model WWW communication compared with traditional communication. Next, Sepstrup's criteria (1991 cited in Thomsen, 1996) are used to contrast and compare traditional media and the Web medium. The differences are manifestly pointed out in terms of reach, selectivity, feedback, information capacity and costs. Measuring the effectiveness of media is one important topic of the Web medium that researchers take into consideration nowadays. Measures of the Web medium are clarified in two different approaches which are adopted from traditional media: communication effectiveness and sales effectiveness. / In relation to Internet advertising, there are two more topics to be reviewed. First, various forms of Internet advertising are classified from the most popular to the least. The distinctive characteristic of each form is also revealed. Second, the benefits of Internet advertising to marketing communication are posited. The paper looks into the contribution of Internet advertising to marketing objectives that are communication-oriented and action-based. Upon examining the communication-oriented objective, four key benefits: awareness, attitude, trust and loyalty are revealed. Click-through and sales volume are key benefits of the action-based objective. / Thesis (DBA(DoctorateofBusinessAdministration))--University of South Australia, 2006
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A cross-national comparison of corporate web-site communications an examination of the services sector /LaRosa, Richard J. January 2008 (has links)
Thesis (D.B.A.)--Cleveland State University, 2008. / Abstract. Title from PDF t.p. (viewed on Apr. 1, 2009). Includes bibliographical references (p. 136-144) and appendices. Available online via the OhioLINK ETD Center. Also available in print.
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Search engine optimisation or paid placement systems-user preference /Neethling, Riaan. January 2007 (has links)
Thesis (MTech (Information Technology))--Cape Peninsula University of Technology, 2007. / Includes bibliographical references (leaves 98-113). Also available online.
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The use of Internet World Wide Web sites to market training and development servicesNielsen, Susan M. January 1998 (has links) (PDF)
Thesis--PlanB (M.S.)--University of Wisconsin--Stout, 1998. / Includes bibliographical references.
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Market orientation and the use of Internet as a relationship marketing tool in service industriesSum, Ka-man. January 1900 (has links)
Thesis (Ph.D.)--Hong Kong Polytechnic University), 2006. / Adviser: Ting-Kwong Luk. Includes bibliographical references.
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Traditional ads in an interactive environment /Madansky, Michele. January 1999 (has links)
Thesis (Ph. D.)--University of Chicago Graduate School of Business, June 1999. / Includes bibliographical references. Also available on the Internet.
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Imaginative travel experiential aspects of user interactions with destination marketing websites [: a thesis submitted to AUT University in partial fulfilment of the degree of Doctor of Philosophy, 2008].West-Newman, Timothy. January 2008 (has links)
Thesis (PhD) -- AUT University, 2008. / Includes bibliographical references. Also held in print (vi, 276 leaves : ill. ; 30 cm.) in the Archive at the City Campus (T 338.47919300688 WES)
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Information incongruity between the website and ads within it how will online users respond to it? /Chang, Ts-Shan. Pashupati, Kartik. January 2004 (has links)
Thesis (M.A.)--Florida State University, 2004. / Advisor: Dr. Kartik Pashupati, Florida State University, Collegeof Communication, Dept. of Communication. Title and description from dissertation home page (viewed Sept. 22, 2004). Includes bibliographical references.
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