haku: @indexterm ADVERTISING / yhteensä: 1883
viite: 292 / 1883
| Tekijä: | Hollis, N. |
| Otsikko: | Ten years of learning on how online advertising builds brands |
| Lehti: | Journal of Advertising Research
2005 : JUN, VOL. 45:2, p. 255-268 |
| Asiasana: | advertising brands |
| Kieli: | eng |
| Tiivistelmä: | This paper takes a look at the online advertising and presents that its two paradigms (brand building and direct response) are not contradictory but complementary and that the applicability of either model depends on the mindset of the audience as much as the intent of the advertisement. The paper drafts five levels of attitudinal equity, each proven to relate to a higher probability of purchase for the brand. It also demonstrates how online advertising can move people from one level to the next based on the impression created by the exposure. The article concludes that online advertising can build the attitudinal equity of a brand just like traditional media. |
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