The Elaboration Likelihood Model Applied to Internet Advertising
Running Head: The Elaboration Likelihood
The Elaboration Likelihood Model Applied to Internet Advertising
In just a few years, the Internet has established itself as a very powerful platform that has changed the way we communicate. The Internet, as no other medium, has given an international or a "globalized" dimension to the world. It has become the universal source of information for over 1,463,632,361 people.
Cisco conducted a study, which predicted that traffic on the world’s networks would increase annually 46 percent from 2007 to 2012, nearly doubling every two years. These results don’t come as a surprise considering that with a small investment almost anybody can have access to the World Wide Web. Among the many segments of the Internet, advertising is becoming the one with the greatest growth with an estimate of $21.1 billion for U.S. Internet ads in 2007, a 25 percent increase over 2006. (According to two reports on the size of the Internet advertising market released in February 2008 by The Interactive Advertising Bureau).
The Kelsey Group provides a global estimate of $45 billion for Internet advertising in 2007, which is 7.4 percent of the total $600 billion global advertising market. That compares to a 6.1 percent share of global advertising for online ads in 2006.
Researcher The Kelsey Group also has projected that online advertising will hit $147 billion by 2012. That’s worldwide advertising and it’s part of their report, “The Kelsey Group’s Annual Forecast (2007-2012): Outlook for Directional and Interactive Advertising.”
There are fundamental differences between Internet advertising and traditional advertising. The main difference is the way Internet media is more able to be tracked in terms of success for an advertising campaign. Internet advertisers can easily track ad views and click through rates to the desired location which is usually a Website. While there are ways to track a campaign in traditional advertising methods, the
The Elaboration Likelihood Model Applied to Internet Advertising
In just a few years, the Internet has established itself as a very powerful platform that has changed the way we communicate. The Internet, as no other medium, has given an international or a "globalized" dimension to the world. It has become the universal source of information for over 1,463,632,361 people.
Cisco conducted a study, which predicted that traffic on the world’s networks would increase annually 46 percent from 2007 to 2012, nearly doubling every two years. These results don’t come as a surprise considering that with a small investment almost anybody can have access to the World Wide Web. Among the many segments of the Internet, advertising is becoming the one with the greatest growth with an estimate of $21.1 billion for U.S. Internet ads in 2007, a 25 percent increase over 2006. (According to two reports on the size of the Internet advertising market released in February 2008 by The Interactive Advertising Bureau).
The Kelsey Group provides a global estimate of $45 billion for Internet advertising in 2007, which is 7.4 percent of the total $600 billion global advertising market. That compares to a 6.1 percent share of global advertising for online ads in 2006.
Researcher The Kelsey Group also has projected that online advertising will hit $147 billion by 2012. That’s worldwide advertising and it’s part of their report, “The Kelsey Group’s Annual Forecast (2007-2012): Outlook for Directional and Interactive Advertising.”
There are fundamental differences between Internet advertising and traditional advertising. The main difference is the way Internet media is more able to be tracked in terms of success for an advertising campaign. Internet advertisers can easily track ad views and click through rates to the desired location which is usually a Website. While there are ways to track a campaign in traditional advertising methods, the
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