CORPORATE ADVERTISING WEB SITES - Effectiveness in Terms of Promotion, Communication and Relationship Marketing

Fotini Patsioura; Maro Vlachopoulou; Eleonora-Ioulia Malama

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Paper

CORPORATE ADVERTISING WEB SITES - Effectiveness in Terms of Promotion, Communication and Relationship Marketing

Topics: e-Marketing and Consumer Behaviour

In Proceedings of the Second International Conference on e-Business - Volume 0ICETE, 301-306, 2007 , Barcelona, Spain

Authors: Fotini Patsioura ; Maro Vlachopoulou and Eleonora-Ioulia Malama

Affiliation: University of Macedonia, Greece

Keyword(s): WebSite Advertising, effectiveness, promotion, relationship marketing.

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: Academic research regarding advertising websites effectiveness and evaluation has been focused on two areas: defining factors that produce or affect advertising “effects” and providing guidance on their development and optimisation based on usability and functionality issues. This paper proposes and presents a conceptual framework of criteria for measuring the overall effectiveness of corporate advertising web sites supporting the idea of being used as a complete tool of promotion and relationship marketing, incorporating several approaches of previous related advertising effectiveness models. Primary research was conducted with the participation of 160 undergraduate and postgraduate students of the Applied Informatics Department. The importance of each criterion towards specific advertising effectiveness indicators and advertising effects was evaluate.

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Paper citation in several formats:

Patsioura, F.; Vlachopoulou, M. and Malama, E. (2007). CORPORATE ADVERTISING WEB SITES - Effectiveness in Terms of Promotion, Communication and Relationship Marketing. In Proceedings of the Second International Conference on e-Business (ICETE 2007) - ICE-B; ISBN 978-989-8111-11-1, SciTePress, pages 301-306. DOI: 10.5220/0002108303010306

@conference{ice-b07,
author={Fotini Patsioura. and Maro Vlachopoulou. and Eleonora{-}Ioulia Malama.},
title={CORPORATE ADVERTISING WEB SITES - Effectiveness in Terms of Promotion, Communication and Relationship Marketing},
booktitle={Proceedings of the Second International Conference on e-Business (ICETE 2007) - ICE-B},
year={2007},
pages={301-306},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0002108303010306},
isbn={978-989-8111-11-1},
}

TY - CONF

JO - Proceedings of the Second International Conference on e-Business (ICETE 2007) - ICE-B
TI - CORPORATE ADVERTISING WEB SITES - Effectiveness in Terms of Promotion, Communication and Relationship Marketing
SN - 978-989-8111-11-1
AU - Patsioura, F.
AU - Vlachopoulou, M.
AU - Malama, E.
PY - 2007
SP - 301
EP - 306
DO - 10.5220/0002108303010306
PB - SciTePress