Article information
RESUMEN
Internet ha surgido como un nuevo medio que se establece desde una doble perspectiva, como nuevo canal de distribución y como canal de comunicación. Desde este enfoque, permite que los consumidores tengan acceso ilimitado a cualquier información y tener un mayor control sobre la exposición a la publicidad, porque existe la posibilidad de seleccionar la cantidad de contenido comercial que los consumidores desean ver, cuándo la desean ver y si desean verla por completo. El planteamiento del proceso de la medición de la actitud y valoración de la publicidad en Internet por parte de los internautas se ha configurado como un elemento fundamental para que las empresas puedan desarrollar estrategias de comunicación más rentables y eficaces. En el presente trabajo se realiza un estudio sobre la influencia que tiene la tipología publicitaria utilizada en Internet sobre su valoración, así como el efecto del conocimiento previo de los distintos formatos publicitarios sobre la actitud del internauta.
Palabras Clave:
Publicidad en Internet
Conocimiento
Eficacia publicitaria
ABSTRACT
As a mass communication medium, the Internet has lately developed from a double perspective: on the one hand as a distribution channel and on the other as a communication channel. From this second perspective, the Web allows consumers an unlimited access to information and a greater control of their contact with advertising, because they can choose what commercial content they wish to see, when they receptive to it and whether they want to receive it completely. In this sense, the measurement of attitude to Internet advertising and its assessment by Internet users has become an essential element for the development of more profitable and efficient business communication strategies. This paper analyses the influence of advertising types on advertising assessment, as well as the effect of Internet users' previous awareness of the different advertising formats on their attitude to Internet advertising.
Keywords:
Web advertising
Knowledge
Advertising effectiveness
Full text is only aviable in PDF
BIBLIOGRAFÍA
[AAKER y STAYMAN, 1990]
D.A. AAKER, D.M. STAYMAN.
“Measuring Audience Perceptions of Commercials and Relating Them to Ad Impact”.
Journal of Advertising Research, 30 (1990), pp. 7-17
[ADELAAR et al., 2003]
T. ADELAAR, S. CHANG, K.M. LANCENDORFER, B. LEE, M. MORIMOTO.
“Effect of media formats on emotions and impulse buying intent”.
Journal of Information Technology, 18 (2003), pp. 247-266
[ALWITT y PRABHAKER, 1992]
L.F. ALWITT, P.R. PRABHAKER.
“Functional and Belief Dimensions of Attitudes to Television Advertising: Implications for Copytesting”.
Journal of Advertising Research, 32 (1992), pp. 30-42
[BALTAS, 2003]
G. BALTAS.
“Determinants of internet advertising effectiveness: an empirical study”.
International Journal of Market Research, 45 (2003), pp. 505-513
[BARKSDALE y DARDEN, 1972]
H.C. BARKSDALE, W.R. DARDEN.
“Consumer attitudes toward marketing and consumerism”.
Journal of Marketing, 36 (1972), pp. 28-35
[BAUER y GREYSER, 1968]
R.A. BAUER, S.A. GREYSER.
Advertising in America: The Consumer View, Harvard University, Graduate School of Business Administration, Division of Research, (1968),
[BELTRANINI y EVANS, 1985]
R.F. BELTRANINI, K.R. EVANS.
“Perceived Believability of Research Result Information in Advertising”.
Journal of Advertising, 14 (1985), pp. 18-24
[BENJAMÍN y WINGAND, 1995]
R.I. BENJAMÍN, R.T. WINGAND.
“Electronic markets and virtual value chains on the information highway”.
Sloan Management Review, (1995), pp. 62-72
[BENWAY, 1998]
BENWAY, J. (1998): “Banner blindness: The Irony of Attention Grabbing on the World Wide Web”, Proceedings of the Human Factors and Ergonomics Society 42nd Annual Meeting, núm. 1, pp. 463-467.
[BEZJIAN-AVERY et al., 1998]
A. BEZJIAN-AVERY, B. CALDER, D. IACOBUCCI.
“New Media Interactive Advertising vs. Traditional Advertising”.
Journal of Advertising Research, 38 (1998), pp. 23-32
[BHATNAGAR y PAPATLA, 2001]
A. BHATNAGAR, P. PAPATLA.
“Identifying Locations for Targeted Advertising on the Internet”.
International Journal of Electronic Commerce, 5 (2001), pp. 23-44
[BRACKETT y CARR, 2001]
L.K. BRACKETT, B.N. CARR.
“Cyberspace Advertising vs. Other Media: Consumer vs. Mature Student Attitudes”.
Journal of Advertising Research, 41 (2001), pp. 23-32
[BRIGGS, 2001]
R. BRIGGS.
“Abolish Clickthrough Now!”.
[BRIGGS y HOLLIS, 1997]
R. BRIGGS, N. HOLLIS.
“Advertising on the Web: Is There Response Before Clickthrough?”.
Journal of Advertising Research, 37 (1997), pp. 33-45
[BRUNER y KUMAR, 2000]
G. BRUNER, A. KUMAR.
“Web Commercials and Advertising Hierarchy-of-Effects,”.
Journal of Advertising Research, 40 (2000), pp. 35-42
[BUCKLIN y SISMEIRO, 2003]
R. BUCKLIN, C. SISMEIRO.
“A Model of Web Site Browsing Behavior Estimated on Clickstream Data”.
Journal of Marketing Research, 40 (2003), pp. 249-267
[BURNS y LUTZ, 2006]
K.S. BURNS, R.J. LUTZ.
“The Function of Format: Consumer Responses to Six On-line Advertising Formats”.
Journal of Advertising, 35 (2006), pp. 53-63
[CHAFFEY et al., 2003]
D. CHAFFEY, R. MAYER, K. JOHNSTON, F. ELLIS-CHADWICK.
Internet marketing: strategy, implementation and practice, Pearson Education, (2003),
[CHANDON et al., 2003]
J. CHANDON, M. CHTOUROU, D. FORTIN.
“Effects of Configuration and Exposure Levels on Responses to Web Advertisements”.
Journal of Advertising Research, 43 (2003), pp. 217-229
[CHARTTERJEE, 2005]
P. CHARTTERJEE.
“Changing Banner Ad Executions on the Web: Impact on Clickthroughs and Communication Outcomes”.
Advances in Consumer Research, 32 (2005), pp. 51-57
[CHARTTERJEE et al., 2003]
P. CHARTTERJEE, D. HOFFMAN, T. NOVAK.
“Modeling the clickstream: Implications for Web-Based Advertising Efforts”.
Marketing Science, 22 (2003), pp. 520-541
[CHO, 1999]
C. CHO.
“How Advertising Works on the WWW: Modified Elaboration Likelihood Model”.
Journal of Current Issues and Research in Advertising, 21 (1999), pp. 33-50
[CHO y KHANG, 2006]
C. CHO, H. KHANG.
“The State Of Internet-Related Research In Communications, Marketing, and Advertising: 1994–2003”.
Journal of Advertising, 35 (2006), pp. 143-163
[CHO et al., 2001]
C. CHO, J. LEE, M. THARP.
“Different Forced-Exposure Levels to Banner Advertisements”.
Journal of Advertising Research, 41 (2001), pp. 45-56
[DAHLEN, 2001]
M. DAHLEN.
“Banner advertisement through a new lens”.
Journal of Advertising Research, 41 (2001), pp. 23-30
[DAHLEN, 2002]
M. DAHLEN.
“Thinking and feeling on the World Wide Web: the impact of product type and time on World Wide Web advertising effectiveness”.
Journal of Marketing Communications, 8 (2002), pp. 115-125
[DAHLEN et al., 2004]
M. DAHLEN, M. MURRAY, S. NORDENSTAM.
“An empirical study of perceptions of implicit meanings in World Wide Web advertisements versus print advertisements”.
Journal of Marketing Communications, 10 (2004), pp. 35-47
[DANAHER y MULLARKEY, 2003]
P. DANAHER, G. MULLARKEY.
“Factors Affecting Online Advertising Recall: A Study of Students”.
Journal of Advertising Research, 43 (2003), pp. 252-267
[DANAHER et al., 2006]
P. DANAHER, G. MULLARKEY, S. ESSEGAIER.
“Factors Affecting Web Site Visit Duration: A Cross-Domain Analysis”.
Journal of Marketing Research, 43 (2006), pp. 182-194
[DREZE y HUSSHERR, 2003]
X. DREZE, F. HUSSHERR.
“Internet Advertising: Is Anybody Watching”.
Journal of Interactive Marketing, 17 (2003), pp. 8-23
[DREZE y ZUFRYDEN, 1998]
X. DREZE, F. ZUFRYDEN.
“Is internet Advertising Ready for Prime Time?”.
Journal of Advertising Research, 38 (1998), pp. 7-18
[DUCOFFE, 1996]
R.H. DUCOFFE.
“Advertising Value and Advertising The Web”.
Journal of Advertising Research, 36 (1996), pp. 21-35
[EDWARDS et al., 2002]
S.M. EDWARDS, H. LI, J. LEE.
“Forced Exposure and Psychological Reactance: Antecedents and Consequences of the Perceived Intrusiveness of Pop-Up Ads”.
Journal of Advertising, 31 (2002), pp. 83-95
[GALLAGHER et al., 2001]
K. GALLAGHER, J. PARSONS, K. FOSTER.
“A Tale of Two Studies: Replicating “Advertising Effectiveness and Content Evaluation in Print and on the Web”.
Journal of Advertising Research, 41 (2001), pp. 71-81
[GEISSLER et al., 2006]
G.L. GEISSLER, G.M. ZINKHAN, R.T. WATSON.
“The influence of home page complexity on consumer attention, attitudes, and purchase intent”.
Journal of Advertising, 35 (2006), pp. 69-80
[GHOSE y DOU, 1998]
S. GHOSE, W. DOU.
“Interactive Functions and Their Impacts on the Appeal of Internet Presence Sites”.
Journal of Advertising Research, 38 (1998), pp. 29-43
[GHOSH, 1998]
S. GHOSH.
“Making business sense of the Internet”.
Harvard Business Review, 76 (1998), pp. 126-135
[HAWKINS, 1994]
D. HAWKINS.
“Electronic Advertising: On Online Information Systems.”.
Online Inc, 18 (1994), pp. 26-39
[HOFACKER y MURPHY, 1998]
C. HOFACKER, J. MURPHY.
“World Wide Web banner advertisement copy testing”.
European Journal of Marketing, 32 (1998), pp. 703-712
[HOFFMAN y NOVAK, 1996]
D. HOFFMAN, T. NOVAK.
“Marketing in hypermedia computer-mediated environment: conceptual foundations”.
Journal of Marketing, 60 (1996), pp. 50-68
[HOFFMAN y NOVAK, 1997]
D. HOFFMAN, T. NOVAK.
“New Metrics for New Media: Toward the Development of Web Measurement Standards”.
World Wide Web Journal, 2 (1997), pp. 213-246
[HOFFMAN y NOVAK, 2000]
D. HOFFMAN, T. NOVAK.
“How to acquire customers on the Web”.
Harvard Business Review, 78 (2000), pp. 179-183
[HONG et al., 2004]
W. HONG, J.Y. THONG, K.Y. TAM.
“Does Animation Attract Online Users' Attention? The Effects of Flash on Information Search Performance and Perceptions”.
Information Systems Research, 15 (2004), pp. 60-86
[INTERACTIVE ADVERTISING BUREAU, 2002]
INTERACTIVE ADVERTISING BUREAU (2002): IAB Internet advertising revenue report: 2001. Interactive Advertising Bureau. Junio, online, [disponible en http://www.iab.com/board/].
[LAVILLA, 2000]
M. LAVILLA.
La Actividad Publicitaria en Internet, Ra – Ma, (2000),
[LEES y HEALEY, 2005]
LEES, G. y HEALEY, B. (2005): “A Test of the Effectiveness of a Mouse Pointer Image in Increasing Clic through for a Web Banner Advertisement”, Marketing Bulletin, vol. 16, online, [disponible en http://marketing-bulletin.massey.ac.nz].
[LEONG et al., 1998]
E. LEONG, X. HUANG, P. STANNERS.
“Comparing the Effectiveness of the Web Site with Traditional Media”.
Journal of Advertising Research, 38 (1998), pp. 44-51
[LIU y SHRUM, 2002]
Y. LIU, L. SHRUM.
“What Is Interactivity and Is It Always Such a Good Thing? Implications of Definition, Person, and Situation for the Influence of Interactivity on Advertising Effectiveness”.
Journal of Advertising, 31 (2002), pp. 53-64
[LOHTIA et al., 2003]
R. LOHTIA, N. DONTHU, E. HERSHBERGER.
“The Impact of Content and Design Elements on Banner Advertising Click-through Rates”.
Journal of Advertising Research, 43 (2003), pp. 410-418
[MACKENZIE et al., 1986]
S. MACKENZIE, R. LUTZ, G. BELCH.
“The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations”.
Journal of Marketing Research, 23 (1986), pp. 130-143
[MAHESWARAN y STERNTHAL, 1990]
D. MAHESWARAN, B. STERNTHAL.
“The Effects of Knowledge, Motivation and Type of Message on Ad Processing and Product Judgments”.
Journal of consumer Research, 17 (1990), pp. 66-73
[MANCHANDA et al., 2006]
P. MANCHANDA, J. DUBÉ, K.Y. GOH, P.K. CHINTAGUNTA.
“The Effect of Banner Advertising on Internet Purchasing”.
Journal of Marketing Research, 43 (2006), pp. 98-108
[MCMILLAN, 2002]
S. MCMILLAN.
“A Four-part Model of Cyber-Interactivity: Some Cyber-spaces are More Interactive than Others”.
New Media and Society, 4 (2002), pp. 271-291
[MCMILLAN et al., 2003]
S. MCMILLAN, J. HWANG, G. LEE.
“Effects of Structural and Perceptual Factor son Attitudes toward the Website”.
Journal of Advertising Research, 43 (2003), pp. 400-409
[MITTAL, 1994]
B. MITTAL.
“Public assessment of TV advertising: faint praise and harsh criticism”.
Journal of Advertising Research, 34 (1994), pp. 35-53
[MUEHLING, 1987]
D.D. MUEHLING.
“An investigation of factors underlying attitude toward advertising in general”.
Journal of Advertising, 16 (1987), pp. 32-40
[OLNEY et al., 1991]
T.J. OLNEY, M.B. HOLBROOK, R. BATRA.
“Consumer responses to advertising: the effects of ad content”.
Journal of Consumer Research, 17 (1991), pp. 440-453
[POLLAY y MITTAL, 1993]
R.W. POLLAY, B. MITTAL.
“Here's the beef: factors, determinants, and segments in consumer criticism of advertising”.
Journal of Marketing, 57 (1993), pp. 99-114
[RAFAELI, 1988]
S. RAFAELI.
“Interactivity From New Media to Communication”.
pp. 110-134
[RODGERS y THORSON, 2000]
S. RODGERS, E. THORSON.
“The Interactive Advertising Model: How Users Perceive and Process Online Ads”.
Journal of Interactive Advertising, 1 (2000),
[ROSSITER y PERCY, 1997]
J.R. ROSSITER, L. PERCY.
Advertising Communications and Promotion Management, McGraw-Hill, (1997),
[SARKAR et al., 1995]
M. SARKAR, B. BUTLER, C. STEINFIENLD.
“Intermediaries and Cybermediaries: A Continuing Mediated Communication”.
Journal of Computer Mediated Communication, 1 (1995),
[SCHLOSSER et al., 1999]
A. SCHLOSSER, S. SHAVITT, A. KANFER.
“Survey of Internet Users' Attitudes Toward Internet Advertising”.
Journal of Interactive Marketing, 13 (1999), pp. 34-54
[SHIMP, 1997]
T.A. SHIMP.
Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications, Dryden Press, (1997),
[SINGH y DALAL, 1999]
S. SINGH, N. DALAL.
“Web Home Pages as Advertisements,”.
Communications of the ACM, 42 (1999), pp. 91-98
[STEVENSON et al., 2000]
J. STEVENSON, G. BRUNER, A. KUMAR.
“Web Page Background and Viewer Attitudes”.
Journal of Advertising Research, 40 (2000), pp. 29-34
[TUTEN et al., 1999]
T. TUTEN, M. BOSNJAK, W. BANDILLA.
“Banner-advertised Web surveys”.
Marketing Research, 11 (1999), pp. 17-21
[WARD y LEE, 2000]
M. WARD, M. LEE.
“Internet Shopping, Consumer Search and Product Branding”.
Journal of Product and Brand Management, 9 (2000), pp. 6-20
[WELLS, 1964]
W.D. WELLS.
“EQ, Son of EQ, and the Reaction Profile”.
Journal of Marketing, 28 (1964), pp. 39-50
[WILLIAMS et al., 1988]
F. WILLIAMS, R.E. RICE, E.M. ROGERS.
Research Methods and the New Media, The Free Press, (1988),
[WOLIN et al., 2002]
L. WOLIN, P. KORGAONKAR, D. LUND.
“Beliefs, attitudes and behaviour towards Web advertising”.
International Journal of Advertising, 21 (2002), pp. 87-113
[WU, 2006]
G. WU.
“Conceptualizing and measuring the Perceived Interactivity of Websites”.
Journal of Current Issues in Advertising, 28 (2006), pp. 87-104
[YOON, 2001]
S. YOON.
“What Makes the Internet a Choice of Advertising Medium?”.
Electronic Markets, 11 (2001), pp. 155-162
[YOON y KIM, 2001]
S. YOON, J. KIM.
“Is the Internet More Effective Than Traditional Media? Factors Affecting the Choice of Media”.
Journal of Advertising Research, 41 (2001), pp. 53-60
[ZHANG, 2000]
P. ZHANG.
“The effects of animation on information seeking performance on the World Wide Web: Securing attention or interfering with primary tasks?”.
Journal of the Association Information Systems, 1 (2000), pp. 1-28
Copyright © 2008. Academia Europea de Dirección y Economía de la Empresa
