| 1. |
- Dahlen, Micael
(författare)
-
Banner advertisements through a new lens
- 2001
-
Ingår i: Journal of advertising research. - : Advertising Research Foundation. - 1740-1909 .- 0021-8499. ; 41:4, s. 23-30
-
Tidskriftsartikel (refereegranskat)abstract
- An article examines the impact of brand familiarity and internet user experience on banner-ad effectiveness. The results from a large empirical study show that there are major differences between the performances of banner ads for familiar and unfamiliar brands. Advertisements for familiar brands tend to wear out quickly, whereas banner ads for unfamiliar brands need multiple exposures to wear in. Major differences are also found between novice and expert internet users regarding their susceptibility to web advertising. Novice users are more affected by banner ads than are expert users. Implications based on the findings are discussed.
|
|
| 2. |
|
|
| 3. |
- Dahlén, Micael, et al.
(författare)
-
Real consumers in the virtual store
- 2002
-
Ingår i: Scandinavian Journal of Management. - : Elsevier. - 0956-5221. ; 18:3, s. 341-363
-
Tidskriftsartikel (övrigt vetenskapligt/konstnärligt)abstract
- This article deals with shopping on the Internet. On a basis of environmental psychology theory, we examine the effects of this new retail interface on consumer shopping behaviour. In an empirical study, we contrast Web shopping with physical store shopping. The findings show discrepancies with regard to the amount and form of purchase planning. Internet shoppers plan their purchases better and seem to be less susceptible to marketing activities. However, these discrepancies can be attributed to differences in store stimuli, as the Web retail interface is not well designed in marketing terms. The mediating effect of shopping orientation was examined and found not to be significant. However, the distribution of shopping types has important implications.
|
|
| 4. |
- Dahlén, Micael
(författare)
-
Thinking and feeling on the World Wide Web : the impact of product type and time on World Wide Web advertising effectiveness
- 2002
-
Ingår i: Journal of marketing communications. - : Taylor & Francis. - 1466-4445 .- 1352-7266. ; 8:2, s. 115-125
-
Tidskriftsartikel (refereegranskat)abstract
- This article focuses on the effectiveness of banner advertisements.Drawing from theory on functional versus expressive products and wear in versus wear out it argues that product type and time are important factors in World Wide Web (WWW) advertising. The results from a large empirical study are reported and show that responses to banner advertisements differ between functional and expressive products and over time. Functional product banner advertisements have higher initial click-throughs that quickly deteriorate and they have no effect through advertisement impressions. Expressive products need time to wear in as both click-through rates and positive brand attitudes from advertisement impressions increase with repeated exposures. These differences in consumer response are conceptualized as thinking and feeling on the WWW,thereby providing important implications for advertisers.
|
|
| 5. |
- Nordfält, Jens, et al.
(författare)
-
Interference effects of a purchase on subsequent advertising within the category
- 2004
-
Ingår i: Journal of Current Issues and Research in Advertising. - : Taylor & Francis Ltd. - 2164-7313 .- 1064-1734. ; 26:1, s. 1-8
-
Tidskriftsartikel (övrigt vetenskapligt/konstnärligt)abstract
- This article investigates how the purchase of a brand affects consumers' responses to subsequent advertising in the product category. In heavily advertised product categories, ads suffer from competitive interference, meaning that the effectiveness is lowered for the individual ads. Therefore, marketers use recency planning, where the aim is to expose the ad as closely as possible to the purchase. This study finds that the purchase in itself exerts interference on subsequent advertising, affecting variables such as perception of new brand associations, ad credibility, and ad-related brand recall.
|
|
