Advertising Value and Advertising on the Web

Robert H. Ducoffe

1,361 citations0/0 files storedJournal of Advertising Research

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Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Market Behavior and Pricing

Abstract

The growth of advertising on the World Wide Web requires research on users’ general perceptions since these affect attitudes toward individual advertisements. This article presents results of an intercept survey focusing on the perceived value of Web advertising, an approach developed by the author for assessing advertising in the general media. Both the hypothesized model of advertising value and its role as an antecedent of overall audience attitudes are confirmed. The author maintains that advertising value is a useful measurement criterion for evaluating advertising effects generally, and particularly in the case of the Web.

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References

1980Significance tests and goodness of fit in the analysis of covariance structures.1970Information and Consumer Behavior 1970Marketing Research 1974Advertising as Information 1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context 1975Marketing as Exchange 1981Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context

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