Online Product Advertising Analysis

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Online Product Advertising Analysis

• David Novak

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Presentation Outline

• Research article review
• Topic
• Research method
• Results
• Practical implications
• Thesis project
• Focus
• Approach
• Conclusion

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Research Article Detailed

• The effects of presentation formats and task
  complexity on online consumers' product
  understanding, by Jiang and Benbasat,
  MIS Quarterly, Sep2007, Vol. 31 Issue 3,
  p475-500, 26p

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Research Method

• Laboratory experiment
• 176 participants
• 4 groups each different presentation format
• Static pictures
• Two video types (with and without-narration)
• VPE (Virtual Product Experience)
• 2 products with different control task complexity
• Questionaire
• Examined
• Actual product knowledge
• Perceived website diagnosticity

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Research Results
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Practical Implications
Popularity of VPE was not justified. Its more
costly and in fact users learn less although they
virtually interact with the product.
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Thesis Project - Focus

• Various presentation formats and its impact onto
  customers behavior
• Achieving high consumers actual product
  knowledge
• Cost benefit analysis for different optional
  solutions of advertisement
• Evaluating task complexity level and its
  moderating role for successful advertising

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Thesis Project - Approach

• Partnership with company selling goods or
  services over the internet
• Analysis of products and advertisement methods
• Application of knowledge
• Suggestion of appropriate format to use
• Implementation of solution (optional)
• Measurement of results (optional)

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Conclusion

• Interesting and helpful study
• Research highly relevant to current business
  activities on the internet
• Valuable results and useful practical
  implications worth to take into consideration
• Possibility to gain more value for less money
  in terms of lower investment into
  presentation/advertisement

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Thank you for your attention

• Time for discussion