A Survey of Senior Agency, Advertiser, and Media Executives on the Future of Advertising

Ducoffe, Robert H.; Sandler, Dennis; Secunda, Eugene

doi:10.1080/10641734.1996.10505036

Cited by 20 publications

(14 citation statements)

References 8 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…This finding is similar to previous research showing that online advertising has the ability to deliver rich information and detail, which is also in line with other traditional media such as print media (Schlosser & Shavitt, 1999;Ducoffe, 1996;Brackett & Carr, 2001;Lei, 2000). Wolin et al (2002) also argue that the product information role has a dominant role in web advertising.…”

Section: Factors Associated With Attitudes Towards Advertising In Spesupporting

confidence: 81%

Attitudes toward Specific Advertising Media (AM): Informative or Manipulative?

Yaakop¹,

Hemsley‐Brown²

2014

ASS

View full text Add to dashboard Cite

Attitudes toward advertising in general (A G ) is a concept which often raises ethical, social and cultural concerns, and yet in the context of specific media, consumers are often more positive, and find advertising entertaining, thought-provoking, amusing and informative. This paper focuses on attitudes toward advertising in three specific media (A M ) (print, television and online advertising) and aims to provide input into the design decisions of an advertising campaign. The survey is based on a sample of 425 Malaysian and international tourists, and one key finding is the positive view that respondents have about advertising in print, online and on television. In terms of attitudes to print advertising, social role and image makes the strongest unique contribution to A P ; for television advertising product information makes the strongest unique contribution to explaining attitudes to A TV ; and in terms of online advertising, hedonic pleasure makes the strongest unique contribution to explaining attitudes to A O.

show abstract

Section: Factors Associated With Attitudes Towards Advertising In Spesupporting

confidence: 81%

Attitudes toward Specific Advertising Media (AM): Informative or Manipulative?

Yaakop¹,

Hemsley‐Brown²

2014

ASS

View full text Add to dashboard Cite

show abstract

“…(1998) developed a perceptual map to compare the effectiveness of the website with other traditional media and discovered that web site was placed closer to the rational dimension vis-à-vis the emotional dimension. This finding was similar to those of other previous research that the Internet has the ability to deliver rich information and detail which is also synonymous with other traditional media such as print media (Schlosser and Shavitt 1999;Ducoffe 1996;Brackett and Carr 2001;Lei 2000). Indeed, in a more recent study , Wolin et.…”

Section: Attitudes Towards Advertising On the Internetsupporting

confidence: 81%

“…Even though little can be gained in comparing the study with the previous one, i.e. Ducoffe (1996), the end results certainly provided options in examining attitudes towards advertising, especially in incorporating some relevant demographic variables, which added greater information to explain attitudes towards advertising (Brackett and Carr 2001).…”

Section: Attitudes Towards Advertising On the Internetmentioning

confidence: 99%

“…9, No. 1; regardless of time and distance, it is not surprising that advertisers regard it as the next potential medium to exploit (Ducoffe et al 1996). As a matter of fact, advertising content is one of the biggest segments on the Internet and it is growing at a remarkable rate every year, resulting in a total of 21.2 billion dollar for the full year of 2007 in the United States alone (http://www.iab.net).…”

Section: Attitudes Towards Advertising On the Internetmentioning

confidence: 99%

“…Ducoffe (1996), in his survey, examined the early adopters of the Internet to assess internet advertising on the basis of its value to consumers. Due to the fact that internet adoption was still in its early stages in that particular era, the research had found less domination by the Internet over the other advertising media.…”

Section: Attitudes Towards Advertising On the Internetmentioning

confidence: 99%

See 2 more Smart Citations

Hedonic Pleasure and Social Image: The Effectiveness of Internet Advertising

Yaakop¹,

Hemsley‐Brown²

2012

ASS

View full text Add to dashboard Cite

Online travel promotions and campaigns have intensified in recent years and the use of social media sites (SNS) in promoting tourism destinations is also increasingly common worldwide. However, knowledge of the efficacy of this media approach is still somewhat limited but is fundamental and essential as part of employing the Internet as one of the media for advertising purposes, especially for a country that is highly dependent on the tourism industry. Understanding of the functions, mechanisms and uses of internet advertising targeted at international tourism consumers is important, but currently theoretical models are limited to generic perceptions of advertising media across all media and all buying categories. This paper presents the findings from a study which focuses on the advertising belief factors (i.e. product information, hedonic/pleasure, social role/image and falsity/no sense) that significantly explain tourists' attitudes towards advertising specifically, internet advertising. The study reported in this paper is a quantitative survey based on a sample of 425 respondents, 255 are international tourists (60%) and 170 are local visitors (40%). The study reveals other factors which have seldom been reported in previous research. A Internet effectiveness is influenced by the capability of internet advertising to bring fun and entertainment (hedonic/pleasure); and to reflect consumers' social and self image (social role/image). The implications of the study focus on consumers' perceptual shift in terms of media consumption and on the relevance of social network sites (SNS) in promoting tourism destinations. The limitations of the study are also discussed.

show abstract

A Taxonomic Classification for Advertising Design and Development Process Based on Concurrent Engineering

Sanjuán¹,

Niebles²

2016

Advances in Intelligent Systems and Computing

View full text Add to dashboard Cite

A Survey of Senior Agency, Advertiser, and Media Executives on the Future of Advertising

Cited by 20 publications

References 8 publications

Attitudes toward Specific Advertising Media (AM): Informative or Manipulative?

Attitudes toward Specific Advertising Media (AM): Informative or Manipulative?

Hedonic Pleasure and Social Image: The Effectiveness of Internet Advertising

A Taxonomic Classification for Advertising Design and Development Process Based on Concurrent Engineering

Contact Info

Product

Resources

About