This is a limited free preview of this book. Please buy full access.
suggest that ad variation strategies may be an effective tool that can lead to higher advertising effectiveness in the web advertising environment. Data analyses showed that ad variation had significant effects on recall, with participants in varied conditions reporting significantly higher recall than participants in non-varied conditions. Data analyses also showed that ad variation has the potential to influence attitudes toward the ad, with participants in varied conditions reporting more positive attitudes toward the ad than participants in non-varied conditions. However, the results also suggest that ad variation strategies must be used carefully online because they depend upon a number of other variables.
Overall, the study demonstrates that commonly held beliefs concerning ad frequency and variation do not operate in the same manner online as they do in traditional media. This research also demonstrates the complexity of advertising on the web and underscores the need for a multiplicity of theoretical perspectives. The method and results of this research may be used by practitioners and researchers as a foundation to build better advertising strategies online.
References