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Authors: Regina P. Schlee 1 and Anthony Schlee III 2

Affiliations: 1 School of Business and Economics, Seattle Pacific University, United States ; 2 Customer Insight Group, United States

Keyword(s): Internet advertising, hierarchy of effects.

Related Ontology Subjects/Areas/Topics: Business and Social Applications ; e-Business ; e-Marketing and Consumer Behaviour ; Enterprise Information Systems ; Global Communication Information Systems and Services ; Telecommunications

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 hi erarchy of effects models of communications. (More)

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

@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 (ICETE 2006) - ICE-B},
year={2006},
pages={222-226},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0001426402220226},
isbn={978-972-8865-62-7},
}

TY - CONF

JO - Proceedings of the International Conference on e-Business (ICETE 2006) - ICE-B
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
PB - SciTePress

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