Adaptation strategies to increase advertisement effectiveness in digital media

Bauer, Christine; Lasinger, Peter

doi:10.1007/s11301-014-0101-0

Cited by 17 publications

(10 citation statements)

References 98 publications

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“…A customized message does not only allow the customer to receive a message based on preferences (Li, 2016) but also to receive it at the right time (Bauer & Lasinger, 2014). This research shows a similar result.…”

Section: Resultssupporting

confidence: 71%

“…The words for every customer should be unique because each person wishes to receive different contents (Bright, 2014). A customized message does not only allow the customer to receive the message based on preferences (Li, 2016) but also to receive it at the right time (Bauer & Lasinger, 2014). This message includes special product offers or product recommendations that are based on customer's preferences and personal information.…”

Section: Introductionmentioning

confidence: 99%

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The Effect of Digital Marketing Implementation through Location Based Advertising on Customer’s Purchase Intention

Wibisurya

2018

Binus Business Review

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There were two objectives of the research, those were to find out the effects of Location Based Advertising (LBA) on customer’s attitude and purchase intention. Furthermore, this research sought the enhancement effect of timing in several features on the customer’s attitude toward LBA and purchase intention. The features used were the content appeal, interactivity, control, attitude toward advertising in general, customization, and intrusiveness. This research was a conclusive study with descriptive design. Data collection was done by offline survey with 160 respondents who had ever received LBA in two different conditions. Meanwhile, data analysis was conducted using Structural Equation Modelling (SEM). The research shows several results. First, content appeal, control, and customization have significant and positive effects on attitude toward LBA. Second, attitude toward LBA has significant and positive effect on customer’s purchase intention. Third, timing enhances the positive effect of customization on attitude toward LBA. Last, timing also enhances the positive effect of attitude toward LBA oncustomer’s purchase intention.

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Section: Resultssupporting

confidence: 71%

Section: Introductionmentioning

confidence: 99%

The Effect of Digital Marketing Implementation through Location Based Advertising on Customer’s Purchase Intention

Wibisurya

2018

Binus Business Review

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“…Previous studies show that personalization has positive effects on brand and campaign responses (Bauer and Lasinger 2014;Kim and Sundar 2012). Positive persuasive effects were found as well in classical banner advertising (Tam and Ho 2005) and email newsletters (Masłowska, Smit, and van den Putte 2011).…”

Section: Effects Of Personalizationmentioning

confidence: 87%

Like or dislike? Adolescents’ responses to personalized social network site advertising

Walrave

Poels

Antheunis

et al. 2016

Journal of Marketing Communications

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Increasingly, personal data posted by users of social network sites (SNSs) can be used to personalize advertising. The present study investigates how adolescents respond to personalized ads in terms of attitude toward the ad, brand engagement and intention to forward, and whether privacy concerns moderate their responses. According to pretest results, a medium level of personalization was expected to be optimal in terms of advertising effectiveness. A within-subjects experiment involving 40 participants aged 14-18 years was performed. Three conditions of personalized advertising were designed with, respectively, low, medium, and high levels of personalization. The study found that the highest personalization condition generated the most positive response and that privacy concerns did not moderate the effects of personalization. The privacy paradox is discussed as an alternative explanation, along with other implications of the results.

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“…The great advantage of interactive media lies in real-time adaptation (personalisation), which implies dynamic adaptation of advertising messages in a real time frame and which is based on information obtained from targeted consumers or from the situation caused by the interaction between consumers and bidders, i.e. the advertising system (Bauer and Lasinger, 2014). Furthermore, it has been proven that personalisation is successful in terms of increasing the effectiveness of advertising, as this has been confirmed by advertising research, given that the customers who pay more attention to adverts are more likely to feel more useful and memorise the content of adverts much better.…”

Section: Traditional and Internet-based Direct Marketing Mediamentioning

confidence: 99%

“…Yet, one survey has shown that consumers may react negatively to adverts if they become aware of personalisation. In some cases personalisation is limited due to private settings, so it is not always possible (Bauer and Lasinger, 2014).…”

Section: Traditional and Internet-based Direct Marketing Mediamentioning

confidence: 99%

The Effectiveness of Direct Marketing Media Regarding Attitudes of Different Target Groups of Consumers in Serbia

Perčić

Perić

2020

Period. Polytech. Soc. Man. Sci.

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The characteristics of a given target market are one of the main factors that need to be considered when selecting media to transmit a promotional message and achieve successful advertising. The authors of this paper will present the effectiveness of direct marketing media for different age groups of consumers in Serbia, with the aim of proposing a promotional-media mix of direct marketing media for consumers in different age categories. The aim of the research is to find out which direct marketing media are the most effective and which media are most suitable to respondents as members of a particular target group depending on their age and in relation to consumer habits. Effectiveness was observed on the basis of the frequency of reading promotional advertisents via direct marketing media in relation to the age of respondents.

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Adaptation strategies to increase advertisement effectiveness in digital media

Cited by 17 publications

References 98 publications

The Effect of Digital Marketing Implementation through Location Based Advertising on Customer’s Purchase Intention

The Effect of Digital Marketing Implementation through Location Based Advertising on Customer’s Purchase Intention

Like or dislike? Adolescents’ responses to personalized social network site advertising

The Effectiveness of Direct Marketing Media Regarding Attitudes of Different Target Groups of Consumers in Serbia

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