Module 10 Week 10 Lecture Discussion Post

July 19, 2015

In our first research paper this week, we look at the effect of Internet advertising within the travel industry in purchase attitude and intent. This particular study directly relates to my current occupation within the travel industry and therefore was both enlightening and validating in what we know about consumer purchase behavior and trends. I agree the with the identified limitations of the study in that a broader audience should be selected for future research. Additionally, it wasn’t too surprising that design has the greatest impact, more so than attitude.

For our next article, we look at mobile advertising. Initially, the article seems dated based on the previous week’s material that covered more recently the adoption of smartphones in Korea. The information researched and presented in the article highlighted what I’ve seen in my professional career, working with paid digital advertising for more than six years. I’m curious if there would be a way to overlay this research findings with actual advertising creative and performance. With the value of digital advertising providing a robust platform for consumer metrics, it would another way to validate or monitor how consumer behavior is consistent or varies from self-reported survey responses.

The third article focused on the impact of creating an advertising ecosystem for a brand. It’s the first time I’ve encountered the term “media multiplexing,” but I am familiar with the non-linear state of view behaviors. As I read the article, I was really interested to see if the findings challenged the conventional wisdom of our office for our marketing strategies on when/where to buy advertising. The Discussion session summed up my own experience perfectly, “the repetition of ads on multiple media induced significantly higher credibility perception, cognitive responses, attitude toward the brand, and purchase intention than repetitions on single devices of television, DMB, and the Internet.”

The final article on the work produced for the Royal Canadian Mint to create excitement around collecting its anniversary edition of coins was great in concept, but the numbers appeared lacking in total child engagement. I know how challenging it can be to market to children, especially if you’re an organization that doesn’t do so regularly or often. After reading, I wonder if a smartphone app would have garnered more plays, as children could use the app while not connected to the Internet or consuming data usage (far too tactical for this class).

Post Tags:

Advertising, Digital Advertising, MMC6400, Web Theory,