Abstract
Together with the development of electronic marketing, the key factors that influence the effectiveness of interactive media were identified in the earlier research. This article presents approach which makes possible to determine the relationship between the textual and visual components and their impact on results of the campaign. The structure of interactive advertising unit with adjustable visual and verbal influence is presented followed by results from the field experiment performed with the usage of proposed approach.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Beattie, A.E., Mitchell, A.A.: The relationship between advertising recall and persuasion: an experimental investigation. In: Alwitt, L.F., Mitchell, A.A. (eds.) Psychological Processes and Advertising Effects: Theory, Research, and Application, pp. 129–155. Lawrence Erlbaum Associates, Hillsdale (1985)
Ellsworth, J.H., Ellsworth, M.V.: Marketing on the Internet: Multimedia Strategies for the World Wide Web. John Wiley & Sons Inc., New York (1995)
Hairong, L., Bukovac, J.L.: Cognitive Impact of Banner Ad Characteristics: An Experimental Study. Journalism and Mass Communication Quarterly 76(2), 341–355 (1999)
Heeter, C.: Implications of new interactive technologies for conceptualizing communication. In: Savaggio, J., Bryant, J. (eds.) Media Use in the Information Age: Emerging Patterns of Adoption and Consumer Use, pp. 217–235. Lawrence Erlbaum Associates, Hillsdale (1989)
Hoffman, D.L., Novak, T.P.: Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations. Journal of Marketing 60(3), 50–68 (1996)
Jankowski, J.: Balanced approach to the design of conversion oriented websites with limited negative impact on the users. In: Bǎdicǎ, C., Nguyen, N.T., Brezovan, M. (eds.) ICCCI 2013. LNCS, vol. 8083, pp. 527–536. Springer, Heidelberg (2013)
Jankowski, J.: Increasing website conversions using content repetitions with different levels of persuasion. In: Selamat, A., Nguyen, N.T., Haron, H. (eds.) ACIIDS 2013, Part II. LNCS, vol. 7803, pp. 439–448. Springer, Heidelberg (2013)
Jankowski, J.: Modeling the structure of recommending interfaces with adjustable influence on users. In: Selamat, A., Nguyen, N.T., Haron, H. (eds.) ACIIDS 2013, Part II. LNCS, vol. 7803, pp. 429–438. Springer, Heidelberg (2013)
McCoy, S., Everard, A., Polak, P., Galletta, D.F.: The Effects of Online Advertising. Communications of the ACM 50(3), 84–88 (2007)
Rafaeli, S.: Interactivity: from new media to communication. In: Hawkins, R.P., Wieman, J.M., Pingree, S. (eds.) Advanced Communication Science: Merging Mass and Interpersonal Processes, pp. 110–134. Sage, Newbury Park (1988)
Stauer, J.: Defining Virtual Reality: Dimensions Determining Telepresence. Journal of Communication 42(4), 73–93 (1992)
Sundar, S., Sunetra, N., Obregon, R., Uppal, C.: Does Web Advertising Work? Memory for Print vs. Online Media. Journalism and Mass. Communication Quarterly 75(4), 822–835 (1999)
Urban, G.L., Liberali, G., MacDonald, E., Bordley, R., Hauser, J.R.: Morphing Banner Advertising. Marketing Science 33(1), 27–46 (2014)
Yoo, C.Y., Kim, K.: Processing of Animation in Online Banner Advertising: The Role of Cognitive and Emotional Responses. Journal of Interactive Marketing 19(4), 18–34 (2005)
Zha, W., Wu, H.D.: The Impact of Online Disruptive Ads on Users’ Comprehension, Evaluation of Site Credibility and Sentiment of Intrusiveness. American Communication Journal 16(2), 15–28 (2014)
Ziemba, P., Piwowarski, M., Jankowski, J., Wątróbski, J.: Method of criteria selection and weights calculation in the process of web projects evaluation. In: Hwang, D., Jung, J.J., Nguyen, N.-T. (eds.) ICCCI 2014. LNCS, vol. 8733, pp. 684–693. Springer, Heidelberg (2014)
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Springer International Publishing Switzerland
About this paper
Cite this paper
Jankowski, J., Wątróbski, J., Ziemba, P. (2015). Modeling the Impact of Visual Components on Verbal Communication in Online Advertising. In: Núñez, M., Nguyen, N., Camacho, D., Trawiński, B. (eds) Computational Collective Intelligence. Lecture Notes in Computer Science(), vol 9330. Springer, Cham. https://doi.org/10.1007/978-3-319-24306-1_5
Download citation
DOI: https://doi.org/10.1007/978-3-319-24306-1_5
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-24305-4
Online ISBN: 978-3-319-24306-1
eBook Packages: Computer ScienceComputer Science (R0)