Louisa Ha

An integrated model of advertising clutter in offline and online media

The rapid growth of online advertising raises concerns about advertising clutter in the online media environment. This paper proposes an integrated model of advertising clutter that addresses the unique characteristics of the online media environment. We review the structural, information processing and functional approaches to advertising clutter, and integrate these approaches into a new comprehensive framework that explains consumer response to advertising clutter by differentiating consumer-centred analysis from media-centred analysis. The differences between online media and offline media are compared in terms of audience control and advertiser control. Attitudes towards advertising in general and in specific media contexts, and task orientations are introduced as mediating factors that affect the perception of and the subsequent response to advertising clutter. This paper offers a set of propositions on the factors affecting perception of advertising clutter, the relationship between physical characteristics and perception of advertising clutter, and how perception of clutter creates negative advertising effects. Managerial and theoretical implications of this framework are discussed.

Online Advertising Research in Advertising Journals: A Review

Abstract Along with the rapid increase in the number of Internet users around the world, the World Wide Web has become the fastest growing advertising medium in this decade. The Interactive Advertising Bureau (2007) reported US online advertising revenues growth from 1998s US

Enhanced TV as brand extension: TV viewers' perception of enhanced TV features and TV commerce on broadcast networks' web sites

1.8 billion to

Why university members use and resist technology? A structure enactment perspective

20 billion in 2007. The 10 fold increase not only signifies the importance of online advertising to the advertising and media industry, but also the rapid advancement of technology in online advertising delivery and display formats that requires researchers to help the media and advertisers to capitalize on the new medium and the society in understanding the increasing impact of the medium.

Crossing Offline and Online Media: A Comparison of Online Advertising on TV Web Sites and Online Portals

Interactive TV and enhanced TV features on the Web have received enormous attention from the TV industry as the future direction of TV technology development (Kontzer 2001). Indeed, more than 78 per cent of U.S. Web users have visited a TV web site within the past year (Schlosberg 2000). Enhanced TV includes all the features of the Internet that can improve or enhance the viewing experience of TV viewers. Television programmers believe that enhanced TV can build viewer loyalty; and for cable networks, enhanced TV can increase subscriber retention and attract new subscribers (Fahey 2000; Griffin 1996).

Knowledge creation and dissemination in sub‐Saharan Africa

This case study investigated university members’ use of and resistance to a communication information technology system in a higher education organization. This case study utilized the technology enactment framework to examine structure enactment in university members’ technology use and resistance. We found that the following structures were enacted in organizational members’ interactions with the system: maximum use, enhancing teaching, augmenting service, limited use, and resistance. Besides providing empirical evidence to the enactments of inertia, application, and change, this case study added a new enactment type, i.e., resistance, to the existing enactment typology. The findings provided empirical support to the structuration principle—the enabling and constraining nature of structure. Important implications were addressed with respect to adoption and implementation of technology in higher education institutions.

Enhanced television strategy models: a study of TV Web sites

ABSTRACT This paper presents findings of a study comparing the advertising on the web sites supported by offline media and on the dot.com media that only have online presence. The study analyzes the advertising strategies of leading U.S. TV networks’ web sites and online portals, which respectively represent web sites with strong offline media support and web sites with no offline media counterparts respectively. TV networks’ advertising strategies were identified based on a spectrum of brand extension and brand integration strategies. The results show that even with the strong offline support of the TV networks, TV web sites are much more moderate in their display of advertising than online portals and use primarily brand integration as their convergence strategy in advertising recruitment. Forced exposure advertising is not common in TV web sites, which is contrary to the captive audience characteristic of the TV medium. Portal sites have a much stronger presence of advertising support. Their advertisers are also more diversified than those of TV web sites. Many TV web sites are still used as a marketing and promotional tool for TV networks rather than as a stand-alone advertising medium for advertisers. Portal sites have emerged as a full-fledged advertising medium completely capable of carrying different forms of online advertising to deliver advertising messages to target audiences for advertisers. Implications of the findings to advertisers, TV networks, and other online media are discussed.

Decline in news content engagement or news medium engagement? A longitudinal analysis of news engagement since the rise of social and mobile media 2009–2012:

Purpose – The purpose of this experimental study is to examine the effects of using broadband internet technology for creating and disseminating agricultural knowledge in Nigeria. A free broadband service Knowledge Center was established in the village of Ihiala with volunteer college students aiding the farmers in using the internet.Design/methodology/approach – Pre‐ and post‐test interviews of a panel of female farmers were conducted before and after the establishment of a free broadband internet access service center and experimental web site. A survey of another 97 farmers in the village was conducted to examine awareness and perception of the Knowledge Center.Findings – The data from the interviews show that farmers who visited the experimental web site evaluated the site positively as giving them relevant knowledge. Most importantly, the broadband service facility was unanimously rated by the users as a great place for socializing with and learning from other fellow farmers. They all encouraged thei...

Use of Survey Research in Top Mass Communication Journals 2001–2010 And the Total Survey Error Paradigm

This study compares the use of enhanced TV features and TV commerce features on the Web sites of cable and broadcast TV networks. Both the quantitative analysis of the specific programs featured on the Web sites and the qualitative analysis of the overall Web sites show some differences in their strategies and site usability. Some program genres could develop TV commerce opportunities more easily than others. Different program genres emphases on the Web site were found between broadcast TV networks and cable TV networks. Three enhanced TV strategy models are proposed as a result of the analysis: welcome all model; fans‐friendly model; and hello model. The managerial implications of these models on TV revenue and viewership are discussed.

Subculture, Critical Mass, and Technology Use

Based on a 4-year longitudinal analysis of social media and mobile phone users in a Midwest US market, this study differentiates news content engagement from news medium engagement, proposes four levels of news engagement, and compares how social media and mobile media differ in their effects on engagement in news content and news medium between the general population and college students. The analysis shows a steady decline in the interest in political news but not in other types of news. Total news consumption time gradually declined among the general population, and the gap between general population and students diminished over time. Social media use positively predicts total news consumption time. Predictors of news engagement differ for different levels of news engagement.