Analysis of the effectiveness of websites advertisements.docx
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Analysisoftheeffectivenessofwebsitesadvertisements
Analysisoftheeffectivenessofwebsitesadvertisements
1.Introduction
Inthisdissertationproposal,theattentionwouldbepaidontheanalysisoftheeffectivenessofwebsitesadvertisementsduetothefast-developingadvertisementindustry.Theonlineadvertisingisanewmediumformarketerstoencourageandpersuadetheirtargetaudiencestobuytheproducts.Onlineadvertisingincludecontextualadsthatappearonsearchengineresultspages,bannerads,floatingads,promotionads,flashads,Socialnetworkadvertising,e-mailmarketing.Theobjectivesandtheresearchquestionswillbediscussedinthefirstpart,aswellasthemotivationformetoinvestigateintoit.Then,aninitialresearchreviewwillbetakenintoconsiderationfordetailingtheconceptualbasisforthisresearch,inotherwords,howtheseacademicresearchesaffecteditandwhatrelevantissuesweadoptedtosupporttheresearch.Themethodologywillgotothethirdpart,whichissettodetailhowtousetheminpracticeandraisedproblemsbythem.Atlast,anindicatetimetableshowingthespecifictimeofresearchprocesswillbegivenduetotheveryimportanceoftime-management.
Objectivesandresearchquestions
Forme,advertisingindustryisquiteinterestingtomenotonlybecauseofhalf-yearworkingexperienceinadvertisementcompanyandalong-periodinterninthemarketingsectorbuttheadsitselfisquitecreativeandmultitudinous.WheneverIgothroughashoppingmall,theattractivewindowdisplaywillleadmetothinkoverwhetherthisdisplaywillprovideaudienceswiththeinformationofproductaboutwhatitis,whywewantitandwhywechoosethisratherthantheothers.Astheadvertisementsisusuallypaidbybrandsownersandsponsorstoincreasetheconsumptionoftheirproductsandenhancetheirreputation,thuswhetherthemoneytheyspentisworthwhileisthekeyelementforinvestorstomakedecisions.Theanalysisoftheeffectivenessofadscouldhaveimplicationsformediaplanning,whileinthisreport,wewillconcentrateonthewebsitesadvertisingtofigureoutwhatkindofformofadswoulddelighttheaudiences,whichwebsitestheaudiencesarewillingtosurfontheads,andhowmuchtheaudienceisinterestedintheproductsorservicesprovided.Theproperwayforsponsorstooperatethewebsitesadscoulddecreasethecostandenlargetheprofit,atthesametimethebrandreputationwillbegreatlyimproved.
Thepurposeofthisresearchistoanswerthequestion:
“Whatformsofadvertisementswillallurecustomers’curiosity?
”Thisonequestionraisestwomorequestions:
1.Whatarethedifferentformsofads?
2.Whatthedifferentreactionofcustomerstotheseads?
Answerstothesetwofundamentalquestionswillhelpustotacklewiththetargetquestion.
2.Aninitialresearchreview
Inthispart,apreviousresearchisraisedforanalyzingtheconceptualthesisofwebsitesadvertisementsresearch,whichwasabouttheeditorialenvironmentandadvertisingeffectiveness.“ThesampleofbusinessexecutivestakenfromtheFortunesubscriptionlistwereaskedtoselectoneadwhichimpressthemthemostwithadsexposedtothembothoutsidethemagazineorinFortune,BusinessWeekandU.S.News.Thestudyconcludedthatalladswereratedhigherwhenshowninoneofthemagazinethanwhenshownalone,moresofoeFortunethanfortheothertwomagazines”.(Appel,2000,p.89).Thisresultindicatesthattherecallofanadvertisementwouldbehighwhenitisalongwithprintedtextratherthanasoleone,whilethedifferentpercentagesamongthesethreemagazinesistellingusthepreferencetocertaintextwouldcontributemoreattentionontheadsitprovidedasthesampleitchosewastakenfromFortunesubscriptionlist.
Thetheorycouldbeappliedintothiswebsitesadvertisementresearch,thesameadsappearinginmulti-categorywebsitesshowntothetargetaudiencecouldleadtodifferentresultsaccordingtotheresponders’preference.Inotherwords,theadswithsamequalityembeddedintoamoreacclaimedwebsitecouldgainmoreattention,whichmeansmoreclicks,moreopportunitiestopromoteproducts.
AnothermediaresearchcalledFactorsAffectingOnlineAdvertisingRecallmentionedtherelationshipbetweentheprograminvolvementandmemoryforadvertising.Severalstudiesindicatedthatanactiveinvolvementwithamediamediumwouldresultinbetteradvertisingrecall.
“Thepositiveattitudestowardprogramminghadasignificantpositiveimpactonmemoryforadvertising”.(ClancyandKweskin,1971).AccordingtoGalpinandGullen(2000),Murry,LastovickaandSingh(1992)theusers’likelihoodofprogramswouldhavepositiveimpactontheadsandbrandsprovided,whichistellingusputtingadsonattractivewebsiteswherecouldincreasetheeffectivenessjustasImentionedahead.
InthestudyoftheFactorsAffectingOnlineAdvertisingRecall,“theyfoundthatwebusersinagoal-directedmodearemuchlesslikelytorecallandrecognizebanneradvertisementsthanthoseuserswhoaresurfingasite”.(PeterandGuy,2003,p.252).Thisgivesmeinspirationthatadvertisementsputonsocial,tourist,music,movieswebsitescouldbemoreattractivethanthoseinacademicones.
3.Methodology
Totexttheeffectivenessofthewebsitesadvertisements,theresearchwouldstartwithtwowebsitesdesignedtoguaranteetheequivalentadsshownandtheprevioussimilaritywithcertainwebsandbrandwouldinfluencetheresults.Theadsinthesetwowebsiteswouldbeshownindifferentforms,theformerwouldincludetheflashandbanneradswhilethelatterincludetheonlinevideoandfloatingads.Thegroupofpeoplewillnotbeinformedtorecalltheadslaterwhentheystartsearchingthewebsitesinordertoavoidmuchfocusonadsratherthewebs.10minuteswouldbegiventoeveryparticipantforsearchingwebsites.Then,aquestionnairewouldbeshowntothemtocollecttheinformationabouthowmanyadstheymemorize,whichadsgivethemthedeepestimpression,howmanyadsinterestthemandwhethertheseadsprovidedpersuadethemtobuyproductssuccessfully.Thisinformationcouldhelpustoanalyzewhichformsofadswillbeeffectivetoattractusers,whetherthecombinationofbigpromotionnumbersandflashpictureswouldbemoreattractive.
Duetothesearchmodeandprograminvolvementaretakenintoconsideration,atwo-stepprocedureisadopted.Inthefirstpart,theusersareaskedtosearchtheinformationaboutthedifferentculturehabitsbetweentheeasternandwesterncountrieswhileanothergrouphavenotargetgoalsothattheycouldsurfatwillandthedurationofthistimeis15minutes.Afterreviewingthepages,therespondersareprovidedwithon-screenformstorecallhowmuchadsinformationtheygetandanswerwhethertheyarewillingtobuytheproductstheyoffer.Following2minutesofbreak,thetwogroupswouldbeshowntwodifferentwebsitesrespectively.Oneisabouttouristguidelinesandtheotherisanewswebsite.Respondersshouldgiveageneralimpressionoftheadstheysearchedandcompletedameasureoftheirleveloffelt-involvementwiththeexperimentalprocess.
4.Anindicatetimetableofresearch
From20thDecemberto20thJanuary:
Setuptwowebsiteswithequivalentamountofads,furthermoretheadsshowninthemareinvarietyofforms.
From21stJanuaryto21stFebruary:
Designthreequestionnairesforeachstepofstudy,includingthequestionsaboutthetypesofads,theamountofadstheycouldrecall,theeffectiveadformsandthemostpopularproductstheyhaveinterestine.g.
Gatheralltheinitialdatatogetherandmakethemintotables.
From22ndFebruaryto22ndMarch:
Analyzetheinformationwegetonthebasictheorywesearchfromthepreviousstudies.Trytoanswerthequestionsweraisedaheadtocheckwhetherthedataisenoughtosupportthisresearch.
Startthinkingabouthowtoorganizetheintroductorychapter,whatbackgroundinformationshouldbeinclude,whichpreviousstudiesrelatedtoitshouldbeobtained,somepotentialproblemscouldbeaddedintoit.
From23rdMarchto23rdApril:
WritetheintroductorychapterincludingtheLiteratureReview,Methodologyandanyotherbackgroundtheoriese.g.
From24thAprilto24thMay:
Analyzetheresultsanddiscussthesocialvaluesoftheresearchresults.Reorganizetheresultswithtables,inotherwords,presentthefindingswithcharts,curvesandtables.
From25thMayto5thJune:
Writethefindingsandtheconcludingchaptersofthedissertation.
5.Conclusion
ForthetopicIchose,I’mquiteinterestedinitasadvertisementscouldberepresentedinavarietyofformstoencourageandpersuadeyourtargetcustomers.Especiallytheonlineads,arapid-developedfieldforsponsorstoinvestinandcouldbeaveryfastwaytohavefeedback.Theanalysisoftheeffectivenessofonlineadvertisementscouldhavegreatimportanceofamediaplanning,guidingthemhowtocombinetheirpromotionads,brandimagewithcertainwebsitestoachievethelargestprofitwithinthebudget.Thegoal-directeduserscouldbelesslikelytorecalltheads,whichsuggestsustopaymuchattentionontheservicewebsiteswherecanmeetvariousneedsofwebusers.Inthefollowingprocess,thecollectingofdataandthedesignofquestionnairecouldbepaidmucheffortsaswellasthechoiceofsample.
Reference:
1.Berger,A.A.(1998)MediaResearchTechniques(2ndedn).London:
Sage.
2.Bertrand,I.andP.Hughes(2004)MediaResearchMethods.London:
PalgraveMacMillan.
3.DavidW.StewartandDavidH.Furse.“AnalysisoftheImpactofExecutionalFactorsonAdvertisingPerformance.”JournalofAdvertisingResearch40,6(2000):
85-94.
4.Galphin,J.,a