INTERNET ADVERTISING AND THE HIERARCHY OF EFFECTS

Regina P. Schlee, Anthony Schlee III

Abstract

Internet advertising has been considered by many advertisers as a medium of direct response. Though this classification was appropriate in the early years of internet advertising when consumers were expected to click on 468x60 banners, current technology and high bandwidths now allow much greater creative flexibility. Nevertheless, search engine advertising continues to take the largest share of online advertising budgets. The challenge for internet advertising is to be able to take on additional roles in the hierarchy of effects model of communications besides the call to action. This study examines data collected in two cases that document therole ofonline display ads on consumer behavior.Online advertising can take on a variety of roles: brand building, creating consumer interest, as well as calling for a direct response. The results of this analysis are exploratory but point to the need of considering different forms of internet advertising as serving a variety of functions in hierarchy of effects models of communications.

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Paper Citation


in Harvard Style

P. Schlee R. and Schlee III A. (2006). INTERNET ADVERTISING AND THE HIERARCHY OF EFFECTS . In Proceedings of the International Conference on e-Business - Volume 1: ICE-B, (ICETE 2006) ISBN 978-972-8865-62-7, pages 222-226. DOI: 10.5220/0001426402220226


in Bibtex Style

@conference{ice-b06,
author={Regina P. Schlee and Anthony Schlee III},
title={INTERNET ADVERTISING AND THE HIERARCHY OF EFFECTS},
booktitle={Proceedings of the International Conference on e-Business - Volume 1: ICE-B, (ICETE 2006)},
year={2006},
pages={222-226},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0001426402220226},
isbn={978-972-8865-62-7},
}


in EndNote Style

TY - CONF
JO - Proceedings of the International Conference on e-Business - Volume 1: ICE-B, (ICETE 2006)
TI - INTERNET ADVERTISING AND THE HIERARCHY OF EFFECTS
SN - 978-972-8865-62-7
AU - P. Schlee R.
AU - Schlee III A.
PY - 2006
SP - 222
EP - 226
DO - 10.5220/0001426402220226