Literature Review Of Media Ads

Literature Review Of Media Ads

Title
How users perceive online advertisement and the effectiveness of online advertisement.
Rationale
I believe that the functionality of the advertising provides an important role. Advertisers uses internet to do online advertisement which can reach mass audience and consumers. Therefore, I choose this topic is to understand more about users’ perception towards the online advertisement and how effective of the online advertisement could influence the user’s behavior.
Scope of Review
  * The understanding of how users perceive online advertisement and the effectiveness of online advertisement.
  * How the effectiveness of online advertisement influence user’s behavior.

Literature Review
The internet has become a staple medium in most firms’ integrated marketing communication programs. The contention is that online advertising via the internet is superior to traditional media because it provides consumers with virtually full control over the commercial information that they choose to receive or avoid. Nowadays, internet is a medium that consumers spend more time with than either newspapers or magazines and is the only medium where consumers are one click from purchase.
Impressions with actual value that can deliver results, influence consumers and lift perception. This is a problem unique to online advertising.(casale,2011)
How a Web site is perceived, though, remains with the consumers. Even if the sites have similar features, subjective perception of the sites may distinguish one from the rest as evidenced from this study. Whether users perceive the content features holistically or separately. It is likely that users perceive Web sites based on their overall impression and experience, rather than on each feature separately.(Lee,Kim&Stout, 2004)
The level of the users' sense of trust in the content of a specific site was found to impact their perception about how intrusive the site's online ads were.(Elkin,2002)
The study by...