The Effectiveness of Internet Advertising through Memorization and Click on a Banner

Article excerpt

Abstract

The development of the Internet tool was accompanied by a business turnaround which has deep effects on the rules of marketing and particularly the company-customers relationships. The graphical interface that the Web can create between the company and its customers promotes its use as a medium of marketing communication. The advantages of e-communication are endless for companies, including timeliness, cost and interactivity. However, users are daily confronted with large masses of information which may affect the issue of effectiveness of this form of communication. It is therefore necessary to know whether the information transmitted is accessed and if it achieves the objectives associated with it. In other words, to what extent the internet communication is effective. In this research, efficiency is studied through two indicators: the advertising memorization and the click on the banner advertising. The empirical study was conducted on a sample of 200 Internet users. The statistical analysis used is descriptive analysis and logistic regression. The main empirical results show that memory is largely affected by the location in the screen, size and animated banner advertising. As for the "click", it is related to the colors used in the banner, size and clarity of the message.

Keywords: internet advertising, efficiency, memory, click

1. Introduction

Advertising has long constituted a fertile field of research. Besides the very important technical improvements made to advertising in its traditional forms, we see a relatively recent phenomenon whose importance is far from negligible. It is the Internet advertising, which tends increasingly to upset the traditional rules of advertising. This new tool of communication risk of upsetting the giving of advertising through traditional media (Kammoun, 2008). Indeed, the graphical interface that the Web could create between the company and its customers enhances its use as a media marketing communication (Sassi, 2001). Therefore, Internet advertising has increased dramatically, and that since 1994, when the first banner (Chandon et al, 2002). Of course, due to the remarkable strengths of the Internet in terms of targeting, inclusiveness, unparalleled in richness of information and above interaction, the Web has become a medium with a high potential (Hoffman and Novak, 1996; Bezjian et al., 1998; Lendrevie, 2000).

However, debate still exists about the effectiveness of this new form of communication. Moreover, research in marketing are involved more and more to identify and test indicators of effectiveness of this new form of communication in order to scientifically prove its credibility and its capacity to persuade (Briggs and Hollis, 1997; Drèze and Zufryden, 1998; Hofacker and Murphy 1998; Lendrevie 2000). It is therefore useful to determine the necessary elements that leaders must take this into account when inserting a banner ad to increase its effectiveness.

2. Literature Review

2.1 Theories of Persuasive Advertising

Studies on advertising effectiveness have long favored the primacy of the cognitive aspect (Wright 1973, Fishbein and Ajzen, 1975). The purely cognitive models assume that consumer preferences are related primarily to intrinsic attributes of the product contained in the message. Thus, advertising does not change preferences, but provides information that helps for reducing post purchase cognitive dissonance (Meyers, Levy and Malaviya, 1999; Vakratas and Ambler, 1999). Therefore, the ad effectiveness is assessed from its ability to persuade (Kammoun, 2008).

However, such models suffer from a significant limitation in their ignorance and total disregard of the feelings and emotions of the consumer which can influence his response to a stimulus advertising (Aaker and Douglass, 1989). In this sense, several studies have shown the importance of the mediating role of emotions expressed in an advertising exposure in the formation of favorable attitudes toward both the message conveyed and to the brand (Edell and Burke 1987, Holbrook and Batra, 1987). …