The role of brand strength, advertisement type and browsing technique of internet advertisement on attention and memory

• Main Authors: Isaac, Patrick Jason S., Maceda, Miguel Paulo R., Yu, Marvin Kendrick C.
• Format: text
• Language: English
• Published: Animo Repository 2011
• Subjects: Brand management; Branding (Marketing); Brand name products > Management.; Industrial Engineering
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/11072
• Institution: De La Salle University

Internet advertising has been used in various industries in order to gain a competitive advantage in their respective markets. Millions of dollars are spent on Internet advertising but its effectiveness has yet to be established. Previous studies have not considered the combined effects of the type of advertisements used, the involvement of brand and the browsing technique is a social networking website setting on the users attention and memory. The study aims to determine whether the two-way interactions between the involvement of brand, advertisement type and browsing technique would have a significant effect on the attention and memory of the users. The outcome of the study would aid companies in determining whether it would be beneficial for them to advertise in social networking websites. Also, it would help advertisers in determining which type of advertisement would best serve the company when advertising in such websites.