Users attitudes towards New Media Advertising

Here are a couple of studies discussing consumers attitudes towards new media advertising!

Authors: Ann E. Schlosser, Sharon Shavitt, Alaina Kafner

Surveys of Internet Users’ Attitude Toward Internet

Click link to open a pdf full text article from the Journal of Interactive Marketing
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Authors: Mary Ellen Gordon, Kathryn De Lima-Turner

Consumer attitudes towards Internet advertising: A social contract perspective

Click to open a pdf full text article from the International Marketing Review

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Examples of New Media Advertising

Examples of New Media Advertising!

In combination, the following tools comprise the landscape of New Media Advertising.

Pop-up / Pop-under Advertisement:

http://en.wikipedia.org/wiki/Pop_up

Pop-up Advertisement:

The pop-up is a small advertisement that opens in a new browser window on top of your current open window.These are effective at grabbing attention instantly, but often annoy the user by getting in the way of other internet activities

Pop-under Advertisement:

The pop-under ad is a relative of the pop-up ad. While pop-up ads are often shown and closed instantly, pop-under ads stay underneath the current browser window. They only appear after all other browser windows are closed.

Banner Advertisement:

http://en.wikipedia.org/wiki/Banner_ad

Banner advertisements are either moving or non-moving ad embedded into a website that has a lot of content. Users are supposed to read over the banner ad as they would the content of the site. Specifically Banner ads are long, rectangular advertisements that appear on the tops, sides, or bottoms of websites.

This is an example of a typical banner ad. Note the rectangular shape, which is most common.

Contextual Advertisement:

Contextual advertising uses a program to read the text on a website and look for key words and phrases. Then advertisements relevant to the site are placed on the web page or act as pop-up ads. This is effective for finding a relevant audience for specific advertising content.

This is an example of a contextual ad taken from Facebook. Facebook's primary user base is students.

Brand Website:

Many companies promote their products through their own websites. Banners and pop-ups are added to company websites to endorse special sales, new products, etc.
http://www.abercrombie.com/anf/index.html

Abercrombie's website prominently displays one of its typical print ads on its website to reach a larger audience.

SMS Advertising:

http://en.wikipedia.org/wiki/Short_message_service

Mass advertising through text messaging is slowly becoming a reality, and is the topic of much heated debate amongst marketing researchers currently. SMS (short message service) is a technology that allows 160 characters of text to be sent between two mobile telephone devices. Some companies have learned to harness the power of this technology by sending advertisements such as promotions and coupons straight to the target market's cell phones.

Viral Marketing:

http://en.wikipedia.org/wiki/Viral_marketing

Viral marketing is the use of pre-existing social networks to create a "buzz" about a product or event. This tactic relies on the tendency of people to tell those in their social circle about products, and then those people will continue the spread of information. The internet enhances viral marketing because of its easy dissemination of knowledge through the network.

http://subservientchicken.com/

The Subservient Chicken campaign run by Burger King featured a website where a chicken would perform commands typed into the website's text box. This site spread quickly through Internet social circles and created a buzz about Burger King's chicken sandwiches.