Analysis of the effectiveness of websites advertisements.docx

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