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A new advertising effectiveness model for corporate advertising web sites A relationship marketing approach

A new advertising effectiveness model for corporate advertising web sites A relationship... Purpose – The purpose of this paper is to present an effectiveness conceptual framework to evaluate the overall performance of corporate advertising web sites towards the multiple advertising, promotional and relationship marketing objectives of their establishment. Specifically, communication, feedback and customer support policies are examined in order to identify their contribution in creating or influencing advertising “effects”. Design/methodology/approach – Data from a questionnaire‐based survey of 160 undergraduate and postgraduate students within the department of applied informatics are used to accomplish greater understanding of their perceptions and requirements towards the factors in question. Findings – Findings reveal significant dimensions of the participants' behaviour based on their actions, activities, preferences and intentions. Also, the outcomes show a great impact of the relationship marketing qualitative factors in question on specific advertising effectiveness indicators. Research limitations/implications – The stimulus materials are limited to two corporate advertising web sites. Further testing to a wider sample of advertising stimulus of different product categories is required. Practical implications – Effectiveness measures provide to practitioners a factual demonstration of consumers' use and intended use regarding functions and features incorporated by corporate advertising web sites and enable the optimisation of their execution. Originality/value – The paper introduces a new conceptual framework to support the contribution and significance of relationship marketing factors on the overall performance of corporate advertising web sites. This should be a useful approach for both academic researcher and practitioners. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Benchmarking: An International Journal Emerald Publishing

A new advertising effectiveness model for corporate advertising web sites A relationship marketing approach

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References (54)

Publisher
Emerald Publishing
Copyright
Copyright © 2009 Emerald Group Publishing Limited. All rights reserved.
ISSN
1463-5771
DOI
10.1108/14635770910961380
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to present an effectiveness conceptual framework to evaluate the overall performance of corporate advertising web sites towards the multiple advertising, promotional and relationship marketing objectives of their establishment. Specifically, communication, feedback and customer support policies are examined in order to identify their contribution in creating or influencing advertising “effects”. Design/methodology/approach – Data from a questionnaire‐based survey of 160 undergraduate and postgraduate students within the department of applied informatics are used to accomplish greater understanding of their perceptions and requirements towards the factors in question. Findings – Findings reveal significant dimensions of the participants' behaviour based on their actions, activities, preferences and intentions. Also, the outcomes show a great impact of the relationship marketing qualitative factors in question on specific advertising effectiveness indicators. Research limitations/implications – The stimulus materials are limited to two corporate advertising web sites. Further testing to a wider sample of advertising stimulus of different product categories is required. Practical implications – Effectiveness measures provide to practitioners a factual demonstration of consumers' use and intended use regarding functions and features incorporated by corporate advertising web sites and enable the optimisation of their execution. Originality/value – The paper introduces a new conceptual framework to support the contribution and significance of relationship marketing factors on the overall performance of corporate advertising web sites. This should be a useful approach for both academic researcher and practitioners.

Journal

Benchmarking: An International JournalEmerald Publishing

Published: May 29, 2009

Keywords: Internet; Advertising; Advertising effectiveness; Relationship marketing

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