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Since Internet advertising is still new to many advertisers and marketers, many people have questioned the effectiveness of this new marketing channel. As we know, evaluating any kinds of program effectiveness is a challenging task, and it is especially true for Internet advertising since it is very hard to find out direct correlation between advertising exposure and purchasing behavior. Below are some links where you can find out how researchers and practitioners in this field have tackled with this issue. |
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Research Papers
One of the most comprehensive and projectable test of online advertising effectiveness. With twelve major Web sites and over 16,000 individual users taking part in the test, the study shows the results of rigorous test of advertising effectiveness issues such as brand awareness, consumer acceptance of online advertising, product attribute communication, and purchase intent. The study claims that it is based on the classical experimental design (control group with random assignment of samples). Therefore, they assume that the causal inference made in this study (Internet advertising increases brand awareness, for example) has internal validity. While it might be true, it is still questionable whether or not the conclusion of this study (Internet advertising is effective) is valid for all stakeholders in the market. For advertisers, the concept of advertising effectiveness implies "cost effectiveness."If we apply this conceptual definition to the study, the conclusion would be questionable. Additionally, there is a problem of demand characteristics.
By Donna L. Hoffman & Thomas P. Novak, February 19, 1996. The paper argues that the traditional one-to-many model, with its attendant implications and consequences for marketing theory and practice, has only limited utility in emerging many-to-many media like the World Wide Web, and that a new marketing paradigm is required for this communication medium.
Study on demographic, self perceptions/perceived benefits, motivation of female internet users, explaining its implication for internet advertising. A good example of factor analysis.
It is excellent theoretical analysis of the Web as a medium for market communications. In this working paper, which is written by Donna Hoffman and Thomas Novak, the communication characteristics of Hypermedia CMEs (such as the Web) are analyzed, and a structural model of consumer behavior is developed incorporating the notion of flow.
This paper by Hoffman, Novak and Chatterjee explores the role of the web as a distribution channel and a medium of marketing communication, the benefits of using the Web in a commercial context, and the barriers to commercial growth of the Web.
CASE STUDIES
This paper examines the implications of Tide's changing demographics, the ability of the Web to deliver the demographic and how to best communicate Tide's message to consumers. The research question is, how can Tide effectively use an integrated Web presence to gain product awareness and loyalty among the young, female consumers that are vital to its future. Topics include online marketing strategies, measuring the value of Tide advertising, and metrics for measurement on the Web. A good summary of measurement issue is included.
OPERATIONAL ARTICLES ABOUT INTERNET ADVERTISING 