Advertising Exposure: A Review on Advertising Challenges in Digital Era.
DOI:
https://doi.org/10.14738/abr.77.6778Keywords:
Digital Adverting, Ad Exposure, Use of Words, Photographs of ExpressionsAbstract
Digital advertising have changed the landscape of advertising in the digital era. Yet, getting the viewers’ attention to advertisement in both traditional and digital forms is a constant challenge for advertisers. There are limited studies being conducted on the notion of effect of social contact and interaction, and it is not known as to what contributes to the relationship between social interactions and internet advertisement attitudes. While there are many optimistic indicators in digital advertising, decreasing click through rates, confusion concerning suitable advertising pricing models, and uncertainty regarding whether traditional advertising metrics are appropriate for new media like the internet, are contributing to increasing skepticism regarding the value of digital advertising. Thus, the objective of this paper is to contribute to the existing knowledge in the field of advertising exposure. Accordingly, this paper followed deductive approach to review the literature in relation to exposure impact of advertising content with special reference to use of language and the photographs of expressions in advertisements. Finally, this paper concludes the future research priorities on the advertising in digital era.
References
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Martı´n-Santana, J. D., & Beerli-Palacio, A. (2012). The effectiveness of web ads: rectangle vs contextual banners. Online Information Review, pp 420-441.
Mehta, R., & Sivadas, E. (1995). Direct marketing on the internet: an empirical assessment of consumer attitudes. Journal of Direct Marketing,, pp. 21-34.
Pliner, P. (1982). The Effects of Mere Exposure on Liking for Edible Substances. Appetite, 283-290.
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Saegert, S., Swap, W., & Zajonc, R. (1970). Exposure, Context and Interpersonal Interaction. Journal of Personality and Social Psychology, 553-558.
Sawyer, A. (1981). Repetition, Cognitive Responses, and Persuasion. Cognitive Responses in Persuasion, 237-261.
Schlosser, A. E., & Shavitt, S. (1999). Survey of internet users’ attitude toward Internet advertising. Journal of Interactive Marketing, pp. 34-55.
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Schultz, D. E., & Peltier, J. W. (2013). Social media’s slippery slope: challenges, opportunities and research directions. Journal of Research in Interactive Marketing, pp. 86-99.
Sergio, H. (2017). Experimental Analysis of Attitudes: The Factorial-Survey Approach. Open Journal of Social Sciences.
Shannon Cummins James, W., Peltier John, A., & Schibrowsky Alexander, N. (2014). Consumer behavior in the online context. Journal of Research in Interactive Marketing, pp. 169 - 202.
Sundar, S. S., & Kim, J. (2011). Interactivity and persuasion: influencing attitudes with information and involvement. Interactive Advertising.
Tung, W., Moore, R., & Engelland, B. (2006). Exploring attitudes and purchase intentions in a brand-oriented, highly interactive web site setting. Marketing Management Journal, pp. 94-106.
Vlasic, G., & Kesic, T. (2007). Analysis of consumers’ attitudes toward interactivity and relationship personalization as contemporary developments in interactive marketing communication. Journal of Marketing Communications.
Wang, ,. S., Beatty, S. E., & Mothersbaugh, D. L. (2009). Congruity’s role in Website attitude formation. Journal of Business Research, pp. 609-615.
Wang, J., & Day, R. F. (2007). The effects of attention inertia on advertisements on the WWW. Computers in Human Behavior, pp. 1390-1407.
Wang, X., Yu, C., & Wei, Y. (2012). Social media peer communication and impacts on purchase intentions: a consumer socialization framework. Journal of Interactive Marketing, pp. 198-208.
Wu, S. I. (2006). The impact of feeling, judgment and attitude on purchase intention as online advertising performance measure. Journal of International Marketing and Marketing Research, pp. 89-108.
Wu, S., Lin, C., & Lin, J. (2011). An empirical investigation of online users’ keyword ads search behaviours. Online Information Review, pp 177-193.
Zajonc. (1968). Attitudinal Effects Of Mere Exposure. Journal of Personality and Social Psychology Monograph Supplement, pp. 1-27.
Zajonc. (1980). Feeling and Thinking. American Psychologist, pp. 151-175.
Zajonc, R., Markus, H., & Wilson, W. (1974). Exposure effects and associative learning. Journal of Experimental Social Psychology, 248-263.
Akar, E., & Topçu, B. (2011). An examination of the factors influencing consumers’ attitudes toward social media marketing. Journal of Internet Commerce.
Bachofer, M. (1998). Die Stern Bibliothek: Wie wirkt Werbung im Web? GrunerþJahr: Hamburg.
Ball, P., & Cantor, G. (1974). White boy's ratings of pictures of Whites and Balcks are related to amount of familiarisation. Perceptual and Motor Skill, 883-890.
Barreto, A. (2013). Do users look at banner ads on Facebook? Journal of Research in Interactive Marketing, pp. 119 - 139.
Batra, R., & Ray, M. L. (1986). SituatJonal Effects of Advertising Repetition: The Moderating Influence of Motivation, Ability, and Opportunity to Respond. Journal of Consumer Research, pp 432.
Benway, J. (1998). Banner blindness: The irony of attention grabbing on the World Wide Web. Proc. Human Factors and Ergonomics Soc. 42nd Annual Meeting, pp. 463–467.
Berlyne, D. (1975). Behaviorism? Cognitive theory? Humanistic psychology?--To hull with them all! Canadian Psychological Review, 69-80.
Bornstein, R. F., & D'Agostino, P. R. (1992). Stimulus Recognition and the Mere Exposure Effect. Journal of Personality and Social Pshychology, pg. 545.
Callow, M., & Schiffman, L. (2004). Sociocultural meanings in visually standardized print ads. European Journal of Marketing, pp. 1113-1128.
Campbell, M. C., & Keller, K. L. (2003). Brand Familiarity and Advertising Repetition Effects. Journal of Consumer Research, pp. 292-304.
Casaló, L., Flavián, C., & Sergio, I.-S. (2018). Influencers on Instagram: Antecedents and consequences of opinion leadership . Journal of Business Research.
Chatterjee, P., Hoffman, D. L., & Novak, T. P. (2003). Modeling the Clickstream: Implications for Web-Based Advertising Efforts. Marketing Science, pp. 520–541.
Cheng, J. M., Blankson, C., Wang, E. S., & Chen, L. S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, pp. 421-423.
Cooper, T. (2018). Global Ad Spend Forecast. London, United Kingdom: Dentsu Aegis Network.
Cummins, S., Peltier, J. W., Schibrowsky, J. A., & Nill, A. (2014). Consumer behavior in the online context. Journal of Research in Interactive Marketing, 189.
Ekman, P. (1999). Handbook of Congnition and Emotions. San Fracisco, SA, USA: John Wiley and Sons Ltd.
Ekman, P., & Friesen, W. V. (1971). Constants Across Cultures in the Face and Emotion. Journal of Personality and Social Psychology, 124-129.
El-Gohary, H. (2010). E-Marketing: a literature review from a small businesses perspective. International Journal of Business and Social Science, pp. 214-244.
Faber, R., Lee, M., & Nan, X. (2009). Advertising and the Consumer Information Environment Online. American Behavioral Scientist, pp 447-466.
Fogg, B., Marshall, J., Laraki, O., Osipovich, A., Varma, C., Fang, N., . . . Treinen, M. (2001). What makes web sites credible? A report on a large quantitative study. Proceedings of the SIGCHI Conference on Human Factors in Computing Systems,, pp. 61-68.
Friedman, M., & Gould, J. (2007). Consumer attitudes and behaviors associated with direct-to-consumer prescription drug marketing. Journal of Consumer Marketing, pp. 100-109.
Grush, J. (1975). Attitude Formation and MEre Exposure Phenomena: A Nonartifactual Explanation of empirical findings. Journal of Experimental Psychology , 14-24.
Harrison, A. (1969). Mere Exposure. Davis, California.
Herzog, T., Kaplan, S., & Kaplan, R. (1976). The Prediction of Preference for Familiar Urban Places. Environment and Behaviour, 627-645.
Janiszewski, C. (2012). Preattentive Mere Exposure Effects. Journal of Consumer Research, pp 376.
Johnson, R. C., Thomson, C. W., & Frincke, G. (1960). Word Values, Word Frequency, and Visual. Psychological Review, pp 332-342.
Kahneman, D. (1973). Attention and Effort. Englewood Cliffs, NJ.: Prentice-Hall.
Kawakami, N., & Yoshida, F. (2015). How do implicit effects of subliminal mere exposure become explicit? Mediating effects of social interaction. Social Influence, pp. 43-54.
Kensinger, E. A., & Schacter, D. L. (2006). Processing emotional pictures and words:Effects of valence and arousal. Cognitive, Affective, & Behavioral Neuroscience, 110-126.
Kim, H. K., & Song, J. (2010). The quality of word-of-mouth in the online shopping mall. Journal of Research in Interactive Marketing, pp. 376-390.
Lambrecht, , A., & Tucker , C. (2013). When does retargeting work? Information specificity in online advertising. Journal of Marketing Research, pp. 561-576.
Lin, T., Lu, K., & Wu, J. (2012). The effects of visual information in eWOM. Journal of Research in Interactive Marketing, pp. 7-26.
Mandler, G., Nakamura, Y., & Van Zandt, B. J. (1987). Nonspecific effects of exposure on stimuli that cannot be recognized. Journal of Experimental Psychology: Learning, Memory, and Cognition, pp. 646-648.
Martı´n-Santana, J. D., & Beerli-Palacio, A. (2012). The effectiveness of web ads: rectangle vs contextual banners. Online Information Review, pp 420-441.
Mehta, R., & Sivadas, E. (1995). Direct marketing on the internet: an empirical assessment of consumer attitudes. Journal of Direct Marketing,, pp. 21-34.
Pliner, P. (1982). The Effects of Mere Exposure on Liking for Edible Substances. Appetite, 283-290.
Ruiz, S. M., & Reynolds, N. (2006). Attitude formation online: how the consumer’s need for cognition affects the relationship between attitude towards the Website and attitude towards the brand. International Journal of Market Research, pp. 139-154.
Russell, J. A. (1994). Is There Universal Recognition of Emotion From Facial Expression? A Review of the Cross-Cultural Studies. Psychological Bulletin, 102-141.
Saegert, S., Swap, W., & Zajonc, R. (1970). Exposure, Context and Interpersonal Interaction. Journal of Personality and Social Psychology, 553-558.
Sawyer, A. (1981). Repetition, Cognitive Responses, and Persuasion. Cognitive Responses in Persuasion, 237-261.
Schlosser, A. E., & Shavitt, S. (1999). Survey of internet users’ attitude toward Internet advertising. Journal of Interactive Marketing, pp. 34-55.
Schmid, S., & Kotulla, T. (2012). To standardize or to adapt?–A comprehensive review and assessment of the literature. Markteintrittsstrategien, pp 51-93.
Schultz, D. E., & Peltier, J. W. (2013). Social media’s slippery slope: challenges, opportunities and research directions. Journal of Research in Interactive Marketing, pp. 86-99.
Sergio, H. (2017). Experimental Analysis of Attitudes: The Factorial-Survey Approach. Open Journal of Social Sciences.
Shannon Cummins James, W., Peltier John, A., & Schibrowsky Alexander, N. (2014). Consumer behavior in the online context. Journal of Research in Interactive Marketing, pp. 169 - 202.
Sundar, S. S., & Kim, J. (2011). Interactivity and persuasion: influencing attitudes with information and involvement. Interactive Advertising.
Tung, W., Moore, R., & Engelland, B. (2006). Exploring attitudes and purchase intentions in a brand-oriented, highly interactive web site setting. Marketing Management Journal, pp. 94-106.
Vlasic, G., & Kesic, T. (2007). Analysis of consumers’ attitudes toward interactivity and relationship personalization as contemporary developments in interactive marketing communication. Journal of Marketing Communications.
Wang, ,. S., Beatty, S. E., & Mothersbaugh, D. L. (2009). Congruity’s role in Website attitude formation. Journal of Business Research, pp. 609-615.
Wang, J., & Day, R. F. (2007). The effects of attention inertia on advertisements on the WWW. Computers in Human Behavior, pp. 1390-1407.
Wang, X., Yu, C., & Wei, Y. (2012). Social media peer communication and impacts on purchase intentions: a consumer socialization framework. Journal of Interactive Marketing, pp. 198-208.
Wu, S. I. (2006). The impact of feeling, judgment and attitude on purchase intention as online advertising performance measure. Journal of International Marketing and Marketing Research, pp. 89-108.
Wu, S., Lin, C., & Lin, J. (2011). An empirical investigation of online users’ keyword ads search behaviours. Online Information Review, pp 177-193.
Zajonc. (1968). Attitudinal Effects Of Mere Exposure. Journal of Personality and Social Psychology Monograph Supplement, pp. 1-27.
Zajonc. (1980). Feeling and Thinking. American Psychologist, pp. 151-175.
Zajonc, R., Markus, H., & Wilson, W. (1974). Exposure effects and associative learning. Journal of Experimental Social Psychology, 248-263.
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Published
2019-08-04
How to Cite
Gunarathne, I. (2019). Advertising Exposure: A Review on Advertising Challenges in Digital Era. Archives of Business Research, 7(7), 338–347. https://doi.org/10.14738/abr.77.6778
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