Brief Literature Review on Online Advetising - 884 Words

Online advertising Peter J. Danaher and Guy W. Mullarkey have published their research article entitled â€Å"Factors Affecting Online Advertising Recall : A Study of Students†. In this research article we examine factors that might impact on web advertising recall and recognition. These factors include the viewing mode, duration of page viewing, and web page context factors, including text and page background complexity and the style of the banner advertisement. Via an experimental design Peter J. Danaher and Guy W. Mullarkey,†Factors Affecting Online Advertising Recall : A Study of Students†- Journal of Advertising Research 2003, conducted on a student sample, we manipulate these factors over several levels. The key finding is that the†¦show more content†¦Shelly Rodgers and Esther Thorson33 Have published research paper entitled â€Å"The Interactive Advertising Model: How Users Perceive and Process Online Ads†. The authors provide an integrativ e processing model of Internet Advertising, which incorporates the functional and structural schools of thought. The model begins with the functional prospective, which attempts to identify reasons for Internet use. Since most individuals enter cyberspace with some goal or agenda, in mind, the authors argue that a model of online processing should begin with consideration of Internet functions. These functions, according to the authors, operates conjointly with the user’s mode-ranging from high goal-directed to playful-to influence the types of ads web users will attend to and process. The authors offer a broad scheme in which to classify most Internet ads, as well as a number of common features unique to these ads. The authors conclude by offering a number of hypotheses suggested by the model. Although the internet provides an efficient medium for advertising (Hoffman amp; Novak, 1996) practitioners are trying to figure out how to maximize this new medium (Eighmey amp; McCord 1998). Scholars are attempting to do the same. Their approach, however, generally differs from practitioners in the way rigorous theories, methods and models are built, used, tested and re-tested. Our purpose here is to offer an Interactive