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1 A Consumer Attitude Study of Web Advertisement Expression Style - Visual and Acoustic

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4 A Consumer Attitude Study of Web Advertisement Expression Style - Visual and Acoustic Abstract Upon research, most of the internet users do not pay attention to and even dislike web advertisement. In addition to study the differences between visual and acoustic web advertisement styles, this research explores the effects of the two styles on consumers. We first analyze related past works, followed by developing new web advertisement style, and named Style of Speech Marketing web advertisement. This research is then conducted based on experimentation, by random sampling and independent Samples Test. By measuring advertisement feedback and degree of attention, our result indicates consumers are more attracted to acoustic than visual web advertisement. The measuring of response time of clicking on advertisement reveals acoustic takes only 26% of what is needed for visual. This significantly evidence Style of Speech Marketing outperforms visual style web advertisement. KeywordsWeb Advertisement, Click Through, Expression Style, Degree of Acceptance, Style of Speech Marketing. II

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9 AIDAR t ( ) ( ) ( ) ( ) ( ) ( )...63 VII

10 IAB(Internet Advertising Burea)Price Waterhouse Coopers (IAB, 2000) Forrester (Forrester, 1999) Hawkins (1994) 1

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13 (Click Through Rate) 4

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15 6

16 (1) (2) (3) (4) 7

17 1-1 8

18 1-1 9

19 Harper 1998 (

20 ( Hoffman & Novak, 1996) 2-2 ( Hoffman & Novak, 1996) 11

21 (Banner Ad) Hotwired ( 1998) emarketer % 38% 5% 3% 2-3 ( 1998) 2-3 (emarketer The Advertising Report June 2000 Executive Summary) Ipsos-ASI 30 12

22 40% 30 41% (Impression) HiAD 64.2% 55.3% 42.5% 82.9% ( 1999) CNNIC ( 2000) 59.77% 14.17% 9.78% 7.68% 6.55% 2.05% 2000 (Banner) 2-4 ( 1996) 2-4 ( ) 13

23 Banner Ad IAB Banner Ad (Push) Rich Media ( 2-5) (Internet Ad) Banner Ad Impression (brand perceptions) (advertising awareness) (purchase intent) 2-5 () () 14

24 () (1) HTML (2)Rich Media HTML Banner HTML ( 2-6) 2-6HTML Rich Media (Rich Media) GIF JPG JavaFlashRealPlayerShockwave EnlivenHtml VRML Rich Media (Plug-in) Html ( 2-7) 2-7Rich Media 15

25 (Button) Netscape ( ) (pixels) ( 2-8) 2-8 (Text Link) ( 2-9) 2-9 (Pop-ups/Intermercials/Interstitials) (Push Technology) 16

26 ( 2-10) () (Webmercial) () (Pop-up Ad) () ( ) 2-10 ( Ads) () ( 2-11) 17

27 () () (Spam) () ( 2-12)

28 2-12 (Sponsorship) ( 2-13) (1) (2) (3) 19

29 2-13 (Key Words Ads) ( 2-14) (Chat) 2-14 ( 2-15) 20

30 2-15 ( 2-1) 21

31 2-1 ( ) Banner Button Text Link Pop-ups /intermercials/ Interstitials ads 22

32 2-1 () ads Sponsorship Key Words Ad Chat 23

33 (Consumer Analysis) ( 2003 (Consumer Psychology) (1996) (Antecedent state) (1999) Cacioppo Petty 24

34 (Ray, 1973) (Lutz, 1985) (2004) 75% ( 2-2) 25

35 2-2 ( 2002) ( 1999) ( ) 26

36 (Schmidt, 1988) (information processing) ( 1995) (2003) Zakay, Hornik Cherian (1994) (Michael & David, 1996) 27

37 (Bitner, 1990; Taylor, 1994) Zakay (1994) (Congitive Timer) ( 1999) (1999) (Seidman, 1981) Manfred (1982) 28

38 (Time Perception) (Subjective Perception of Time) ( ) 29

39 Rosalind Thomas ( 1997) ( 1997) 30

40 ( 1997) ( ) (Home Shopping) ( 1997) 31

41 FCB FCB Grid ( 2-15) 2-17FCB Grid ( 1997) 32

42 (sensation) (perception) (Solso, 1991; 1998) (Auditory Sence) ( 1995) ( 2-16) 2-18 ( 1996) 33

43 (Loundness) (Pitch) (Timbre) (decibels) ( 2000) 20Hz 20KHz 17KHz ( 2001) Benway(1998) (Banner Blindness) (menu) Banner Benway 34

44 Hoffman Novak (1996) (Net-Surfers) (Hecher, 1984) Haley, Richardson Baldwin (1984) (Verbal Cue) ( ) (Stout & Rust, 1986) (1992) 35

45 ( ) ( 2003) 36

46 (1) (2) (Intensity) (3) 37

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48 ( ) ( ) t (Frequency analysis) ( ) (1997) (Auditory Sense) (1995) 39

49 H0 H1 > (Frequency analysis) t (Independent Samples Test) SPSS for Windows 11.0 (3-2)

50 Netvalue (2002) 53.4% 46.6% % (Random Assignment) ( ) ) SOGO 41

51 () 1. Microsoft Windows 2. Adobe Photoshop 7.0Adobe Illustrator 10.0Macromedia Dreamweaver MX 3. Microsoft Word SoundForge 6.0Windows Media () 1. PC Pentium III-1GHz256MB RAM 2. PC Notebook Notebook HP 42

52 () 1. (Banner) 2. ( ) () (Communication Effect) (Sales Effect) () Andrews(1988) () 1. ( )

53 2. ( ) 3. ( ) (Likert) 44

54 25 34 () () ( 3-1) 3-1 ( ) 45

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58 () ( ) ( 3-7)

59 SPSS t ( )70 ( ) % % ( 4-1) 50

60 4-1 (N=140) % 55% 25% 0% 7 16% % ( 4-1)

61 51% 22% ( 4-2)

62 t t t Lavidge Steiner(1961) (Cognitive Stage) (Affective Stage) (Action Stage) AIDAR ( 1996) (4-3) 4-3AIDAR ( 1996) t p<(α=0.05) p ( ) t>t(α, dƒ) t >2.0049( ) 53

63 p <0.05 t < (Hο) ( 4-2) Levene's Test for Equality of Variances F Sig. t df 4-2 t Independent Samples Test t-test for Equality of Means Sig. (2-tailed) Std. Mean Error Difference Difference 95% Confidence Interval of the Difference Lower Upper t 4-4t 54

64 Manfred (1982) (1992) Descriptive Statistics N Mean Std. Deviation Std. Error Mean X Y

66 40 ( 4-8)

67 40 Lutz, Mackinzie, Scott Belch (1989) Mitchell Olson(1981) 63 ( 4-9)

68 ( 4-10) 4-9 ( ) 4-10 ( ) Petty Cacioppo(1983) (Elaboration Likelihood Model) 59

69 (Center Route) ( 1990) Benway(1998) Petty Cacioppo(1983) (Peripheral Route) ( 1990) (Korgaonkar & Moschis, 1982Petty & Cacioppo, 1983) 5 46 Hoffman Novak (1996) (Net-Surfers)

70 4-11 ( ) 4-12 ( ) Mitchell Olson(1981) 61

71 1 3 ( 4-13) ( 4-14) 62

72 4-13 ( ) 4-14 ( ) 63

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81 2000 : World Wide Web: gate/big5/news.xinhuanet.com/ziliao/ /25/content_ htm WWW

2003 1999 -- 1999 282 1999 10 2003 92 10 1996 -b 1996 4 Netvalue 2002 : 93 4 19 http://www.find.org.tw/0105/cooperate/cooperate_disp.asp?

82 b Netvalue 2002 : ebusiness Executive Report Internet Pioneer : World Wide Web: ( )

84 Andrews, J. C. (1988). Motivation ability and opportunity to process information: Conceptual and experiment manipulation issues. Advances in Consumer Research, 15, pp Benway, J. P. (1998). Banner blindness: The irony of attention grabbing on the World Wide Web, Proceedings of the Human Factors and Ergononmics Society42nd Annual Meeting. 1 pp Bitner, M. J. (1990). Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Respones. Journal of Marketing, 54, April pp Forrester Research, Inc. (1999). The 1999 annual report. Rtrieved May 4, 2003 from the World Wide Web: Forrester, D. L., & Novak, T. P. (1996). Marketing in Hypermedia Computer- Mediated Environments: Conceptual foundations. Journal of Marketing, 60, pp Haley, R. I., Richardson, J., & Baldwin, B. M. (1984). The Effects of Nonverbal Communications in Televivion Advertising. Journal of Advertising Research, 24, pp Hawkins, D. T. (1994). Electronic advertising on online information system, Online, pp Hecher, S. (1984). Music foradvertising Effect. Psychology and Marketing, 1, pp Hoffman, D. L., & Novak, T. P. (1996). New Mertcs for New Media: Toward the Development of Web Measurement Standards, working paper, Vanderbilt 75

85 University. IAB/CASIE (1996), IAB/CASIE Advertising Banner sizes. Rtrieved May 4, 2003 from the World Wide Web: bannersource.html Ipsos-ASI (1999). Psos-ASI takes Ad research global. Rtrieved May 4, 2003 from the World Wide Web: Korgaonkar, P. K., & Moschis, G. P. (1982). An experimental study of cognitive dissonance, product involvement, expectation, performance and consumer judgement of product performance, Journal of Advertising 11, pp Lavidge, R. J., & Steiner, G. (1961). A Model for Predictive Measurement of Advertising Effectiveness, Journal of Marketing Research, 25, pp Lutz, R. J. (1985). Affective and cognitive antecedents of attitude toward the Ad: A conceptual framework. In F. A. Linda, & A. M. Andrew (Eds.), Psychological Processes and Advertising Effects. pp , NJ: Lawrence Erlbaum Association. Lutz, R. J., Mackenzie, Scott, B., & Blech, G. E. (1989). Attitude Toward the Ad as a Mediator of Ad Effectiveness : Determinates and Consequencess In Advance in Comsumer Research, 10, pp Manfred, C. (1982), Specific Human Enotions Are Psychobiologic Entities: Psychobiologic Coherence Between Emotion and It Dynamic Expression Behavioral and Brain Sciences, 5, September pp Mitchell, A. A., & Olson, J. C. (1981). Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attribute Journal of Marketing Research, 17, pp Michael, K., & David, K. T. (1996). What to Tell Consumers in Waits of 76

86 Different Lengths: An Integrative Model of Service Evaluation. Journal of Marketing, 60, pp Petty, R. E., & Cacippo, J.T. (1983). Central and Peripheral Route to Advertiding Effectiveness: The Moderating Role of Involvement Journal of Consumer Research 10, pp Ray, M. K. (1973). Marketing Communication and The Hierarchy-of-Effects. In Clarke P. (Eds.). New Models for Mass Communication Research. pp CA: Sage. Rosalind, T. (1988) Oral Trandition and Written Record in Classical Athens. Cambridge University Press. Schmidt, R. A. (1988). Motor control and learning: A Behavioral Emphasis Champaign, IL. Human Kinetics Publishers. Seidman, S. A. (1981). On the Contribution of Music to Media Productions. Educational Communication and Technology Journal, 29, Spring pp Solso, R. L. (1991). Cognitive Psycology 3rd Ed. Needham Heights, MA: Allyn and Bacon, Inc. Stout, P. A., & Rust, R.T. (1986). The Effect ofmusic onemotional Response to Advertising. Proceedings of the 1986 Convertion of the American Aacademy of Advertising, Ernest Larkin, ed. Norman, Oklahoma, American Aacademy of Advertising. Taylor, S. (1994). Waiting for Service: The Relationship between Delays and Evaluations of Service. Journal of Marketing, 58, April pp Zakay, D. Hornik, J. & Cherian, J. (1994). The Influence of Prototypic Values on TheValidity of Studies Using Time Estimates. Journal of Market Research Society, 36, April pp

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