How Does Shifting Ad Budgets Impact Trust in Advertising Media?
With increasing numbers of internet users advertisers have put more emphasis on online advertising and have shifted advertising budgets from traditional media to online media (Edelmann, 2007). While the internet certainly provides better ways for measuring the direct impact of advertising (e.g., in terms of click- through rates), it still remains an open question whether shifting from traditional to online advertising leads to higher effectiveness. In this study, we investigate whether and how such an advertising channel shift impacts consumers’ assessment of advertising practices.
KeywordsGross Domestic Product Uncertainty Avoidance Traditional Medium Advertising Expenditure Familiarity Effect
- Allison, P. D. (1999), “Multiple Regression: A Primer,” Thousand Oaks, CA: Pine Forge.Google Scholar
- Briggs, R. (2005), “How the Internet is Reshaping Advertising,” in: Admap, April, 59–61.Google Scholar
- Hofstede, G H. (2001), “Culture’s Consequences: Comparing Values, Behaviors, Institutions, and Organizations Across Nations (2),” Thousand Oaks, CA: Sage.Google Scholar
- Kirmani, A. (1997), “Advertising Repetition as a Signal of Quality: If it’s Advertised So Much, Something Must Be Wrong,” in: Journal of Advertising, 26(3), 77–86.Google Scholar
- Lutz, R. J. (1985), “Affective and Cognitive Antecedents of Attitude Toward the Ad: A Conceptual Framework,” in: Alwitt L. F.; Mitchell, A. A. (eds.):Psychological Processes and Advertising Effects: Theory, Research, and Application, Hillsdale, NJ: Lawrence Erlbaum, 45–63.Google Scholar
- Menon, A. M.; Desphande, A. D.; Zinkhan, G M. and M. Perri III (2004), “A Model of Assessing the Effectiveness of Direct-Consumer-Advertising: Integration of Concepts and Measures from Marketing and Healthcare,” in: International Journal of Advertising, 23(1), 91–118.Google Scholar
- Slovic, P. (2000), “The Perception of Trust,” in: London: Earthscan Press.Google Scholar