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Comparing Perceptions of Different E - Advertising Formats

Affiliations

  • Assistant Professor, Institute of Management Studies and Research, Maharishi Dayanand University, Rohtak - 124 001, Haryana, India
  • Research Scholar, Institute of Management Studies and Research, Maharishi Dayanand University, Rohtak - 124 001, Haryana, India

Abstract


Ever since the Hot Wired sold its first banner ad to AT&T Corp. in 1994, e-advertising is continuously evolving. With the availability of increased bandwidth and advanced technologies, more sophisticated e-advertising formats are available. For effective advertising, it is important to understand how consumers perceive different e-advertising formats. Previous studies have confirmed that consumers have significantly different perceptions across formats. The present study investigated consumers' perception of six e-advertising formats (banner ads, pop-ups, keyword search, sponsorships, interstitials, e-mail) in terms of five perceptual measures (information value, entertainment value, trustworthiness, offensiveness, and effect on product price). It was found that consumers' perceptions across e-advertising formats were different and each e-advertising format was perceived differently on each perceptual measure under study.

Keywords

E-Advertising, Consumers' Perception, E-Advertising Formats, Internet Users

Paper Submission Date : February 6, 2017 ; Paper sent back for Revision : July 8, 2017 ; Paper Acceptance Date : August 10, 2017.


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