The Right Format of Web Advertisement: Case Study in Iran

Payam Hanafizadeh ； Mehdi Behboudi

《MIS REVIEW：An International Journal》 18卷1期 (2012/09) Pp. 1-30

https://doi.org/10.6131/MISR.201209_18(1).0001

並列摘要

The purpose of this paper was to develop a solution for selecting the right format of web advertisement in Iran. The paper is conducted based on a review of the literature and scrutinizing among more than forty scholarly papers. By reviewing the literature, and developing a theoretical framework, a conceptual model was designed to examine factors explaining right format of advertisement on the internet. Expert's opinion was used to test the conceptual model and using T-student examination, have discovered that seven critical factors affect selection of the right format of the web advertisement. In order to implement the model, we designed a new methodology based on TOPSIS (Technique for Order Preference by Similarity to Ideal Solution) philosophy. In this way, we have defined two ideal frameworks; one for advertisement and the other one for alternatives. Accordingly, the right format of web advertisement is the advertisement that its ideal has a more similarity with the ideal of alternative. To test this methodology, we select 150 Iranian high-ranked websites and found that the model is working properly. The report of websites analysis is placed at the appendix.

並列關鍵字

Web Advertising ； Advertising Formats ； Product Involvement ； Advertising Classification ； Advertising Audience ； Advertising Strategy

參考文獻

Anderson, R.H.,Bickson, T.K.,Law, S.A.,Mitchell, B.M.(1995).Universal Access to Email: Feasibility and Societal Implications.Santa Monica, CA:Rand.

Behboudi, M.,Jalili, N.,Mousakhani, M.(2011).Examine the commercialization research outcomes in Iran a structural equation model.International Journal of Business and Management.6(7),261-276.

Briggs, R.,Hollis, N.(1997).Advertising on the web: Is there response before click-through?.Journal of Advertising Research.37(2),33-45.

Briones, M.(1999).Rich media may be too rich for your blood.Marketing News.33(7),4-5.

Bruner, G.C.,Kumar, A.(2000).Web commercials and advertising hierarchy-of-effects.Journal of Advertising Research.40(1/2),35-42.