1. Online Advertising VS. Offline Advertising
Chapter 3:
Online Advertising VS. Offline Advertising

2. Payam Hanafizadeh and Mehdi Behboudi

3. IMPLICIT MEANING
Advertising efforts for a brand often involve implicit concepts such as dignity and cheer fulness (Ringold et al., 1989). These elements can be visual or auditory, or the implicit meanings of words or sentences (Toncar & Munch, 2001).

4. IMPLICIT MEANING
According to a study conducted by Toncar and Munch (2001), implicit meanings are significantly influential when establishing relationships and creating advertisements.

5. IMPLICIT MEANING
For better identification of implicit meanings and the way they are used in Internet Advertising and print advertisements, most researchers present three perspectives:
product elaboration
www usage and Advertisement processing
consumer’s tendency toward the brand

6. PRODUCT INVOLVEMENT
It has been reported that product involvement is a key determinant of a consumer’s attitude toward an Advertisement (Laurent & Kapferer, 1985).

7. PRODUCT INVOLVEMENT
When the product has a high level of involvement and the customer is highly involved, customers will actively process the Advertisement and spend more time on the ads, mainly focusing on data presented about the product.

8. Conventional Models of Advertising
The classic hierarchic model of advertising effects (Thorson, Chi, Leavitt, 1992)
Ad characteristics
Stimulation
Credibility
Liking
Attention
Memory
Attitude toward the advertising
Attitude toward the brand
Buying intention

9. Conventional Models of Advertising
The two-route hierarchic model for emotional commercials (Thorson, Chi, & Leavitt,1992)
Ad characteristics
Stimulation
Credibility
Liking
Attitude toward the advertising
Attitude toward the brand
purchaseintention
Attention
Memory

10. Conventional Models of Advertising
The two-route hierarchic model for non-emotional commercials (Thorson, Chi, & Leavitt,1992)
Ad characteristics
Stimulation
Credibility
Liking
Personal relevance
Attitude toward the advertising
Attitude toward the brand
purchaseintention
Attention
Memory

11. Conventional Models of Advertising
The elaboration likelihood model of persuasion (Cacioppo & Petty, 1984)
High involvement processing
Cognitive Response
Behavior change
Belief and attitude change
Communication (Source, message channel)
Attention and perception
Belief change
Low involvement processing
Attitude change

12. Conventional Models of Advertising
Elaboration Likelihood Model
Petty and Wegener (1998) categorized the antecedents and mediating processes involved in attitude change. They identified four basic antecedent factors (recipient characteristics, message, source and context) that affect the outcome of attitude change through three interrelated mediating processes (affective, cognitive and behavioral processes).

13. Advertisement Involvement Model
This model presents four standard groups considering the Level of consumer involvement with the products and services.

14. Advertisement Involvement Model
the first group includes those products or services where consumers spend a lot of time before purchase
the second group includes those services and products with which the consumers are highly involved
the next group includes items purchased to satisfy personal needs and is called responsive purchasing

15. Internet-Based models of Advertising
Model of web Advertising effects (Rossiter & Bellman, 1999)
Exposure (intended, content & Structure Content)
Content nodes
Content node enhancers
Structure
Micro structure
(a) Links
(b) Link Effectors
(c) Molecules
Macro struct5ure
No. of molecules
No. of links between molecules
Intended order
Navigation ad Ad
Processing
Attention
Learning
Emotions
Acceptance
Moderators
Web navigation ability
Category need
Category expertise
Situational factors
Web & schema
Communication Effects
Identification
Category needs
Brand awareness evaluation
Brand attribute
Brand attitude
Brand intention
Brand purchase facilitation
Action
Brand inquiry
Brand purchase

16. Consumer ’s Tendency toward the Brand
consumer’s tendency towards the Advertised brand is an influential factor that determines the efficiency of an Advertisement (Dahlen, 2001). It has been observed that when consumers have a positive attitude toward an Advertised brand, they can remember the and for a long time and thus believe it will have more value (Rice & Bennett, 1998).

17. Consumer ’s Tendency toward the Brand
A brand that is desirable for consumers has two Advantages over one that is not. First, the Advertisement of these brands is recognized more easily because of a history with and preference for the brand that helps the consumer distinguish the brand without making a cognitive effort. Second, it is easier for the consumer to believe the brand information.

18. WWW Usage and Advertisement Processing
Recent studies revealed that light and heavy Internet users process and believe Internet Advertising differently (Bruner & Kumar, 2000).

19. WWW Usage and Advertisement Processing
Light users are mostly affected by websites and tricky motivators, while heavy users are more focused on central points and tend to eliminate externals to merely search for their goals (Dahlen, 2001).
For heavy users, there is not much difference in their cognition of those implicit concepts presented on the Internet and those presented in printed media (Dahlen et al., 2004).

20. Advantages of Internet Advertising
According to a study conducted by the Interactive Advertising Business (2007), Internet Advertising has 28 advantages over other Advertising methods.

21. Advertising on Social Networks
Social network Advertising offers an online marketing practice that closes the loop between sales and Advertising with smarter lead, which are obtained from tracing consumer reactions.
As mentioned before, social network marketing, such as on Facebook, must consider the impact of work-of-mouth in the marketing mix.

22. Advertising on Social Networks
Previous efforts to evaluate whether or not WOM works in a positive way believed that WOM has a powerful effect on buyer decisions (Richins, & Root–Shaffer, 1988; Van den Bulte & Joshi, 2007), and ignoring it minimizes taking the social network variable into account.

23. INFORMATION ENVIRONMENT
Information environment is comprised of all data relevant to products which are within easy reach of consumers (Bettman, 1979).
There seems to be no major difference between the Internet and traditional mass media in terms of the type of available content, because both provide awareness, image-making and reliability for a brand
(Jones & Slater, 2003).

24. INFORMATION ENVIRONMENT
In comparison to traditional media, accessibility in the online environment has provided ways for its users to gain more information, such as a simple but valuable “click”, and other avenues like search, chat, mail and direct negotiation (video connections).

25. The End Of Chapter 3 http://advertising.microsoft.com/splitter
The End Of Chapter 3