Page 77 - IILMGSM Journal_Management Perspective
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a given topic. Users have been scared to sign up marketing messages a day (Olsen, 2003). Internet
for this type of service because sites would sell their advertisements are everywhere. According to a
list of newsletter recipients to advertisers but most recent Jupiter Communications report, on-line ad
sites have gone to the method of keeping their spending is expected to reach $14 billion by 2007,
customers information a secret. This method has making the Internet the fourth largest advertising
shown to be successful because subscription rates to communication medium (Olsen, 2003).
email newsletters are high. If the email newsletters Nevertheless, with this huge web community
have significant information and advertisements then marketers have an increasing challenge to connect to
the customer is much more likely to keep it or pass it their consumers through the online clutter. So how
along to others. If you want to opt out of receiving do advertisers choose the best way to connect to their
emails, you can just simply unsubscribe. customers? What is an effective way to connect to
their customers? Educators in the industry of
The final type of online advertising that will be marketing have seemed to answer this question.
discussed is target and obtrusive advertisements for
social media websites. Social networks as Facebook The first step for advertisers is identifying how they
collects so much data on their users they start to form are going to affect the consumers’ decision-making
an idea of what that user might be interested in. process. St. Elmo Lewis in the late 1800s created
Advertisers on Facebook can target people within the AIDA (attention-interest-desire-action) model
that site based on affinity, region, network, and stated called the Hierarchy of Effects Models. The model
interest. Even on Twitter, they have suggested examines the framework of how consumers
companies to follow based on the topics you put in respond to advertising messages. Capturing the
your tweets. Advertisers are now trying to make sure attention of your audience is the first step of the
they are reaching their customers across different model. Attention refers to the amount of mental
platforms and websites by tracking and analyzing the effort or cognitive capacity allocated to a task, and
things they are interested in. So far, this research the concept is considered to have both direction and
defined advertising and looked at the different types intensity (Yoo, Kim, & Stout, 2000). After you
of advertisements; the next phase of the paper will capture the attention of the customer memory is the
examine which advertisement is the most and least next critical role that advertisers aim for. With the
effective. high amount of information on the Internet,
Effective Advertisement advertisers have to do something, that will increase
With the success of the Internet, people in today’s stimulus in memory. Li and Bukovac noted that
society are now experiencing information overload stimulating visual image on a calm background, or
when it comes to advertisements. The growth is an animated object on a still background would be
sparked by increasing online use, time spent online considered distinctive, and such distinctive images
and the increasing amount of people adopting are theoretically presumed to develop unique
Internet commerce. Leuning states that since 2005, memory traces making them easier to locate in
the average surfer is exposed to 950 on-line memory (Yoo et al., 2000). After advertisers have
76
for this type of service because sites would sell their advertisements are everywhere. According to a
list of newsletter recipients to advertisers but most recent Jupiter Communications report, on-line ad
sites have gone to the method of keeping their spending is expected to reach $14 billion by 2007,
customers information a secret. This method has making the Internet the fourth largest advertising
shown to be successful because subscription rates to communication medium (Olsen, 2003).
email newsletters are high. If the email newsletters Nevertheless, with this huge web community
have significant information and advertisements then marketers have an increasing challenge to connect to
the customer is much more likely to keep it or pass it their consumers through the online clutter. So how
along to others. If you want to opt out of receiving do advertisers choose the best way to connect to their
emails, you can just simply unsubscribe. customers? What is an effective way to connect to
their customers? Educators in the industry of
The final type of online advertising that will be marketing have seemed to answer this question.
discussed is target and obtrusive advertisements for
social media websites. Social networks as Facebook The first step for advertisers is identifying how they
collects so much data on their users they start to form are going to affect the consumers’ decision-making
an idea of what that user might be interested in. process. St. Elmo Lewis in the late 1800s created
Advertisers on Facebook can target people within the AIDA (attention-interest-desire-action) model
that site based on affinity, region, network, and stated called the Hierarchy of Effects Models. The model
interest. Even on Twitter, they have suggested examines the framework of how consumers
companies to follow based on the topics you put in respond to advertising messages. Capturing the
your tweets. Advertisers are now trying to make sure attention of your audience is the first step of the
they are reaching their customers across different model. Attention refers to the amount of mental
platforms and websites by tracking and analyzing the effort or cognitive capacity allocated to a task, and
things they are interested in. So far, this research the concept is considered to have both direction and
defined advertising and looked at the different types intensity (Yoo, Kim, & Stout, 2000). After you
of advertisements; the next phase of the paper will capture the attention of the customer memory is the
examine which advertisement is the most and least next critical role that advertisers aim for. With the
effective. high amount of information on the Internet,
Effective Advertisement advertisers have to do something, that will increase
With the success of the Internet, people in today’s stimulus in memory. Li and Bukovac noted that
society are now experiencing information overload stimulating visual image on a calm background, or
when it comes to advertisements. The growth is an animated object on a still background would be
sparked by increasing online use, time spent online considered distinctive, and such distinctive images
and the increasing amount of people adopting are theoretically presumed to develop unique
Internet commerce. Leuning states that since 2005, memory traces making them easier to locate in
the average surfer is exposed to 950 on-line memory (Yoo et al., 2000). After advertisers have
76
