The content of internet advertisements and its impact on awareness and selling performance

Sherriff T.K. LUK, Wesley P. S. CHAN, Ling Yee LI

Research output: Journal PublicationsJournal Article (refereed)

Abstract

This study investigates the characteristics of manufacturers' Internet advertising behavior, including the reasons of using Internet advertising, the factors that determine the firm's commitment to Internet advertising projects, and types of information provided in an Internet advertising message. The framework proposed by Resnik and Stern (1977) was modified to analyze the content of 472 product advertisements advertised in the Web sites. The possible impact of the content and enhancement device of Internet advertising upon the attractiveness and effectiveness of online advertisements is investigated. The findings show that Internet advertising can facilitate selling activities, though the impact is not as strong as expected.
Original languageEnglish
Pages (from-to)693 - 719
Number of pages27
JournalJournal of Marketing Management
Volume18
Issue number1
DOIs
Publication statusPublished - 2002

Keywords

  • internet advertising
  • selling and promotion activities

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